Brad McCormack of AdAge has a different take on the "success" of Facebook:
As you might have heard, Facebook recently announced the launch of sponsored stories, a new ad product that will allow marketers to insert certain user updates into paid advertisements.
This is yet another blurring of the line between paid and earned media. But it's another signal that because brands are stumbling in their quest to be heard on the world's most popular social network.
First, let's agree on one thing: Not all friends are created equal. This is something that each of us inherently knows, but is a principle that social networks have struggled to properly put into practice.
Facebook actually attempted to correct this with the recent rollout of the "Top News" vs. "Recent News" system. "Top News" features the news and updates from your friends that Facebook's secret Edgerank algorithm thinks you will be most interested in. And since it is the default view of a user's Facebook page, a brand's presence within a user's "Top News" is as good as gold.
"Recent News," on the other hand, is fast becoming the spam folder of Facebook. This is where you will find an overflow of updates from "friends" with whom you rarely interact or whose news simply isn't that popular. More and more, this is where branded updates are appearing.
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