We live in a world where hip creative directors are being positioned against ad monitoring technology that is able to create and serve the best-performing ad... regardless of how lacking it may be of creativity and a big idea.

Facebook has forever changed the way we talk, share, court, and even think. Yet it is also irritating, over-stimulating, and campy -- invasive, censored, and exploitative. And above all, its users are starting to show signs of Facebook fatigue. The collapse probably won't happen any time soon, but it will happen -- nothing can rule the World Wide Web forever.

Marketers on social media should ask the simple question: how can we use these tools to bring value to our customers? We need to go back to basics and ask what marketing is supposed to do, and then look at how to do it best with these new inexpensive tools. It's both that simple and that difficult.