An Open Letter to CEOs of Social-Network Sites: Get a Relationship Point Person

Advertising Age: "Banners alone aren't going to cut it. Regardless of how much inventory you have, CPMs are going to continue to decrease because those banners lack effectiveness. And the advertisers that are willing to buy only that inventory are not going to be the brands you want to have long, big-revenue relationships with. Not that revenue from the same dating-site-shilling, mortgage-brokering, free-iPod-offering advertisers you're getting (and consumers are ignoring) now is a bad thing, but it won't be the difference in helping your property fulfill its true potential.

You need a new position: chief relationship officer. The fact that you've had chief revenue officers without this position is, frankly, disturbing. If you want major brands to commit to long-term relationships with you, you're going to need to commit to long-term relationships with them -- and help them create relationships with your users."