Danny Sullivan in Ad Age discusses why Facebook’s Social Ads still rank second with Search Ads.

I know it sounds like Social Mapping may be the future, but I still feel like push is never better than pull. Give people what they are looking for, not something that gets in the way. Advertising on social networking sites only dilutes the purpose of those sites. If you’d like to get involved in these mediums, then look for opportunities to engage with consumers in a meaningful way. Learn something from them to make your product better. Teach them something to help them use your product in different ways. If you do this, you wont have to worry about where to advertise: consumers will start coming to you.