First Comes the Sale, Then Comes the Social
If you don't read The Ad Contrarian already, you should.
"When is the last time you were engaged with a product you hadn’t yet used? When have you ever spawned a conversation about a brand you had no experience with? When have you joined a community devoted to goods you’ve never tried? The answer is, probably never. That's because the twits have it all backward. And that's why the purpose of advertising remains, as it has always been, to sell someone something."