The Guardian has published a supplement today on changing advertising and it looks at social networks. It is well worth a read.
Jennifer Whitehead in her excellent piece about Social Networks makes the key point: 'So the message is clear -brands wanting to engage rather than alienate their audiences need to bear in mind the communal origins of the internet rather than ride roughshod over them'. Hear, Hear. Of course there is room for traditional advertising but social networks were not designed for ads. Adveristing in this context has to be useful and entertaining.
Cadbury Creme Egg were on the right track when they sponsored Bebo's drama Kate Modern and one of the characters worked for a PR agency with Cadbury as a client.
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