Thanks for your comment. That's a good question. I suppose I should have been more clear about the social media strategy.

When I say "place your content on Facebook," for example, I don't mean in the advertising columns. (This applies to YouTube, Twitter, and the others as well.) I mean that businesses should set up a Facebook page that followers of the business could "fan." This way, all the content a business posts to their Facebook page pops up in a user's news stream, just like it was from one of their regular friends—where it is highly more visible.

Obviously, because this content isn't appearing in the ad columns, it is subjected to FAR more scrutiny from the audience. Content should never be self-serving sales pitches. Instead, businesses should post audience-serving content.

For example, a bicycle shop could post "Top 5 Ways to Fix a Flat—Fast!" Or, a bread company could post a video about their bread-making process. Or, an ad-selling service could post "How to Write an Effective Classified."

This way, the business and its content offers something tangible to the audience. The business positions itself as friendly, knowledgeable, and accessible.

Buying ad space in the columns is also a viable option if businesses would like to make harder sales pitches, but, it is more expensive, and in my opinion, it's less fun.

Thanks again!