Online advertising, even before ‘web 2.0’ has seen interesting change in the accessibility of advertising tools to a wider audience than just big clients and agencies, something that has still to happen in the ‘offlline world’. With the advent of Google Adwords [as the most significant game changer] we have seen the opportunity for anyone with a credit card to buy some ads and start appearing on an international platform. As the likes of Google, Yahoo and MSN continue to offer their direct proposition we have seen additional tools become available to help the credit card advertiser in their quest for ads.

Like Google, Facebook has also opened up its site for any would be advertiser or marketer to get their message or brand in the open space. From Facebook Fan Pages to the new, Visa backed initiative (at http://apps.Facebook.com/visabusiness/sign_up ) anyone with half an ounce of knowledge can create their brand presence online.

This availability of tools is fantastic for small businesses but this availability has also lead to some questionable choices by larger brands about how they tackle this space.

Because of the availability of these tools, marketing teams are often happy to undertake a ‘do it yourself’ solution because ‘they’re on Facebook’ and think they understand what is required. But the sheer number of apps available on Facebook has devalued [in the brand’s eyes] the benefit of, and resultant investment in widgets. For every good widget [like the Orbitz ‘where I’ve been map] there must be five ‘bad ones’ [yes I have been a Vampire, I’ve been super poked, even had food thrown at me…] This ‘clutter’ has had an impact on the marketing potential of a widget and in an advertisers eyes decreases the perceived investment needed to make something worth having, something worth sharing.

Like widgets, fan pages have also been subjected to this ‘slapdash approach’ for mos t brands you will find 4 or 5 different fan pages, usually set up [and abandoned] by people associated with, or supporters of the brand. Whilst the initial effort must be applauded, one must also look at how this reflects the brand in a social space.

With the rise of ‘web 2.0’ we have seen more emphasis on personalisation than big brand and design, but this does not mean we should be ignoring our marketing principles. With 2.0 the brand ambassador needs to move to the role of brand shepherd. The brand can exist in the community if it is shepherded in the right way. So multiple fan pages, if managed correctly can perform well, but left half finished and empty may be doing more harm than good.

Building an online presence in these social channels is so much more than just ‘doing some HTML/FBML’ – a successful presence is a long term presence that benefits the consumers and the brand alike. From stand out design [yet sympathetic to the environment] to regular content updates, a presence on Facebook needs to be strategised and managed for the long term.

Social environments will be accepting to commercial entrants if handled correctly and to the mutual benefit of both parties. But they will be hostile to those that do not respect the environment. As brand shepherds you have the power to deliver something great, use your power wisely.

Jamie Riddell is Director of Innovation at Cheeze Ltd.