Are you considering just putting one of your existing banner ads on a social site such as Facebook?

Don't. At least… not yet…

It's important to remember you are dealing with two different mediums. What works on one – even if it's your strongest ad – may not work on the other. There are a number of mistakes I've seen marketers make, when creating their own social ads, and impersonal headlines beginning with anything even remotely close to: “The Untold Truth About…” – ones that sound like a sales pitch – will turn people off faster than a slap of ice water.

It's important also to match the ad with the right social network.  There are now so many in play that it seems as if there's a social network for every market – and they're not all created equal.  Besides a difference in sales tracking metrics and flexibility, you also have to consider the demographic that uses each particular one the most.

For example, Scribd‘s population leans more heavily towards young male professionals, with college education, whereas MySpace‘s demographic is the 17-21 year old age group (usually non-spenders, except on electronic items such as iPhones, music and gaming systems).

But no matter what platform you finally pick, you won't get anywhere with the sort of sales pitches that sound like the beginning of a TV commercial: The sort that wake you up at night, while their presenters enthusiastically shout about the latest gadget.

Remember that social advertising is just that… social. Nobody's really got the ultimate handle on it yet… but when it comes to social advertising for your business, remembering you're supposed to be interacting, and that a give and take has to go on with your fans, will go further than the cleverest headline.

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