Social media is playing a huge role in modern Internet marketing. I am not necessarily just talking about companies creating Facebook or Twitter outposts, but actively participating in conversations across all social media channels.

In my humble opinion, I think that companies will be successful by finding user groups who are excited about their subject. For example, if I have a website that sells digital cameras, I should  make sure that I am active in photography communities like Flickr. I should seek out niche websites for real-estate photographers and participate in their conversation. I would be successful if I tweet links to their photos, offer constructive feedback, and offer prizes for photo contests. If I see that a photographer is shopping for a new camera lens or flash I could offer them a discount if they bought it from my store.

There are rules to follow, and etiquette that you need to be aware of. But once you know the rules then it is just a matter of finding where your target market/persona is online.

Here are some articles that I have put together, I hope you can find value in them.

Social Media Concepts

Social Networks

Case Studies

Here are several examples of how major companies are using social media (or how social media is using them) with commentary from yours truly.

  • Dentyne – In this Twitter campaign, Dentyne is offering to trade a pack of gum for a Twitpic of an empty cup holder.
  • Pepsi – Pepsi tried to start their own cheer at the World Junior Hockey Tournament. 90,000+ people joined a Facebook group. The Facebook group is called The” Eh! Oh! Canada Go!” chant is a national embarrassment. Oops!