Fight Is on to Win at Social Media ; ADVERTISING & MARKETING ANALYSIS

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IF THE marketing world were going to give the Oscar for Best Picture, it would have gone to The Social Network, the film that chronicles the rise of Facebook, the media phenomenon of the past five years.

But for advertising people, in particular, watching the film has been bittersweet because of Facebook founder Mark Zuckerberg's contempt for the ad industry -- at least as it is portrayed on screen.

The Zuckerberg character believes he can build Facebook without the help of the ad agencies and those Madison Avenue suits in New York wouldn't get social media anyway. When he reluctantly does see the agencies -- at the behest of his soon-to-be ex-business partner …