What's becoming clear is the brands that will succeed in social media -- and all media will become social -- are those that can get customers to tell great stories about them. Sometimes, that simple idea gets twisted by some specialists into the very different proposition that "advertising is dead." It's not, it's just changing. With Windows 7, Microsoft finally, after screwing up with Vista and XP, appears to have a good operating system shipping. Its campaign is around customers telling the story. That will be told through regular TV and other forms of old-school advertising, of course, but people will even be skeptical of that. Just see how the tech blogs labored to discredit "Lauren" in the "I"m a PC" ads as an actress. Social media offers the opportunity to somewhat counter that by surfacing real people's feedback. That's why I was intrigued by the campaign on Facebook today. Microsoft is running engagement ads with a seven-second video of customers raving about Windows 7. It also invites people to fan Windows. Clicking on the ad brings people face to face with what other people are saying. It's a small thing but I think part of this two-way advertising revolution: brands using advertising to show what others are saying about their products rather than what them brand is saying about them. You can imagine Facebook will end up adding an option to bring people what to what people what those in their network are saying about a brand's products. The Windows 7 page also pulls in feeds from around the Web.