the DOwnsiDe OF sOciaL MarKeting Social marketing is not without its disadvantages. One problem is that brands lose a substantial amount of control over where their ads appear in terms of other content and what people say about their brands on social sites. Ads placed on Facebook accord- ing to an algorithm can be placed near content that does not represent the values of the brand. This is not peculiar to social marketing, as advertising using Google’s advertising platform faces the same problem. This is very different, however, from TV ads where brands maintain near complete control. Social sites are unique in that