Every industry has its own fads and catch-phrases. Some of these pass as quickly as they arrive, yet others show strength in their ability to adequately address and solve problems. The true testament to the viability of any trend is not only longevity, but truth to that industry’s core principles.

Marketing’s goal is to ensure customer satisfaction. All efforts should be aimed at acquiring and retaining valued customers. Through mutually beneficial relationships, conversations are a two-way process of feedback. Any new marketing endeavors should aim to improve upon this principle of satisfaction.

The Internet has created a new landscape for marketers to build upon a product or service’s value chain. We’ve seen various industries struggle with the changing environment; first the dot com boom and subsequent bust, followed by the music industry struggling to solve the illegal downloading conundrum.

The True One-to-One Digital Medium
Social Media Marketing has now emerged as the new marketing phenomena, with new social websites launching daily (and some disappearing). The concept of communicating directly with potential customers clearly attracts marketers. What more of a perfect source of feedback than directly from the customer’s mouth?

It’s no secret sites such as Facebook hold a vast amount of information for marketers, but one of the major critiques of these sites is their inability to generate revenue. Additionally, from a marketing standpoint, investing time within social media sites can become time sink. If managed poorly or inefficiently, valuable time can easily be spent doing the equivalent of spinning in circles.

Define your Campaign Objectives and Goals
Social media is going to work out its own kinks for the next year or so. It will be intriguing to see which sites survive, and how those sites evolve to continue to offer value to both marketers and consumers.

Until then, careful analysis of your goals and target audience will help to determine which social media sites are best for your individual needs. Too often marketers create account on as many sites as possible; definitely the wrong approach.

Just like any marketing campaign, your goals and targets must be identified. Lack of vision and clear objectives have caused the social media frustration, and the tendancy to abandon accounts such as Twitter.

Although the medium may be new, stick with the Marketing principles 101 when outlining your social media campaign.