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Just like an ad guy. Bring a knife to a gun fight.

With apologies to Sean Connery and his notable line from the Untouchables, I sometimes look at online efforts by adverstising and think, “Isn’t that just like an ad guy? Brings a TV spot to the Internet.” We keep hearing that in order for brands to be relevant in today’s time-starved world, they need to create content for people to consume; to keep them coming back. But that’s merely part of the equation.

Sean Connery as Malone

It’s no longer content that is king, but context

Brands that are clamoring for our attention, along with their marketing and advertising partners, need to understand that Facebook is not Twitter – one size does not fit all when it comes to how a brand communicates. I alluded to this in an earlier post about the differences between the Social Graph and the Interest Graph, how it’s critical to understand the behavioral triggers that make each site successful.

Just as we don’t approach TV in the same way we do print media, we need to realize that each service comes with its own set of rules and nuances. Success in each channel depends on keen understanding of the motivations for anyone being there. It’s really no different from the “real” world. A Sunday afternoon in November at a sports bar is probably not a place to chat about knitting.

Context is king.