Most Web 1.0 marketing didn't work. It didn't work because marketers didn't yet understand the point of the web. Their marketing plans were about as sophisticated as "We should really get onto this web thing everyone's talking about."<p>By the same token, most FB marketing isn't working as intended because the marketers don't grok the point of FB. You can't just stick content on FB and then build social elements around it. You have to have a compellingly social experience that <i>then</i> gets skinned with branding and possible sell-through options. Social must come first.<p>This is a frustrating notion for classically trained marketers, because to a classically trained marketer, the strategy must always preceed the tactic. The strategy -- driving people to the product/brand, benefits and identity of the brand, etc. -- usually gives rise to the tactics.<p>On Facebook, however, that's just not how users engage with one another. No one's there to look for Pepsi. They're there to look for each other. Pepsi, in this hypothetical example, would be much better served with a really cool feature or social utility that is lightly skinned with Pepsi branding than it would be with a really pretty, expensive, heavily branded experience that just sits on FB waiting to be discovered. That's not to say that Pepsi can't have its cake and eat it, too. The holy grail, obviously, is a compelling social utility that is uniquely Pepsi's and works especially well for Pepsi the way it couldn't for Coke (or for Bank of America, or Geico, or Nike, or P&G, or whoever). But in getting to that holy grail, build for social first. Then build for your brand.