Content Is Not Inherently Interactive, But The Platform Is (See The Problem?)

Tim Nudd of Adweek is in Cannes, soaking up what spills from the stage.

This morning Nudd looked on as Facebook’s global head of brand design, Paul Adams, “froze with panic and could not continue.” According to Nudd, he walked off stage, composed himself and retured to deliver these four tips for approaching Facebook marketing:

    1- Make social interaction a fundamental part of the creative brief
    2- Base one’s creative ideas on real insight about social interaction
    3- Think of Facebook as a new type of creative canvas that isn’t just a depository for print and TV ads
    4- Focus on designing brands’ news feeds before jumping into app development

Got it? Before Facebook reinvents advertising, we who make the ads must retrofit our tools and our refocus our minds. Ad-agency creatives, Adams said, “must study social interaction, identity, the basics of network science—to engage Facebook’s 900 million interlocked users.”

“The basics of network science.” That’s the business we’re in. Okay?

Not okay says Simon Dumenco of Ad Age. He argues that Zuckerberg’s Law–which states people will share twice as much information next year, as they did this year–is no law at all.

It turns out that there’s a law that trumps Zuckerberg’s Law: the Law of Diminishing Returns.

Which leads me to think that by the time anyone in Adlandia gets around to proficiency in network science, the people presently ignoring ads and brand pages on Facebook, will be ignoring Facebook altogether.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.