Dive summary: 

• With the increasing popularity and adoption of social media, traditional advertisers are using social media language including "likes," "friend requests," and "fans."
• The social media and networks have a prevalent enough presence that brands feel comfortable associating with these elements of popular control without confusing the general audience. 
• Examples of brands that ahve tapped into the social media language and culture include Chinet, Sephora, and Toyota. 

From the article: 

"In many instances, ads that take social media tacks try to make statements about socializing online versus socializing in real life. For instance, a print ad for the Silverado half-ton pickup sold by the Chevrolet division of General Motors shows a man seated in the truck bed with his dog. 'Not every friend is on Facebook,' the headline declares."