Sir: Facebook’s trial launch of advertising in users’ newsfeeds marks a tempting but dangerous move for brands wanting to market to its one billion users.

Brands have spent the past two years learning how to engage with their target audiences in the social space, from setting up pages to creating marketing campaigns to increase the number of ‘likes’.

The lessons learned through hard graft and a significant investment in time and money are that brands need to earn the right to appear in consumers’ updates that they can only earn that right through engaging in a value interchange and that engagement is the key to social and indeed viral success.

Tempting though it is to apply old, push-based models to new channels, brands must adapt to fit social media, and learn to trust consumers to make decisions and take control.

Oliver Felstead, MD, UK & EMEA,