Today I was responding to a connection request on Linked In when I came across a question a colleague posed about Social Media Marketing. This was the question:

How would you define a social media/marketing roadmap? As I am talking with my contacts in the marketing field, I realize there is still a very inconsistent understanding of what social (media) marketing entails. Some believe the focus should be on viral, others focus on managing the blogosphere, or on facilitating online communities. What are your preferred social marketing areas, and how do you prioritize them?

My answer was "all of the above and then some."

Generally defined, "marketing" consists of the strategies and tactics used to create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. Internet Marketing is, well, marketing on the internet.

Social media marketing is one of the primary categories under the Internet Marketing umbrella. Other categories include Web Design and Development, Search Engine Marketing (SEO & PPC), Link-building, Online Advertising, etc.

Social media marketing is inherently interactive and generally informal compared to traditional corporate marketing communications tactics. It's like a quality happy hour with your colleagues - "take off your tie, order a drink, and let's talk about what is really happening right now..." Social media venues are inspiring a new level of trust and authenticity in the business world.

Under the social media marketing umbrella are:

• Blogs and Forums
• Online Communities
• Consumer Review websites
• Email
• Video and Photo Sharing
• Social Bookmarking
• Wikis
• (etc.)

The individual consumer carries a great deal of power in these environments.

"Viral," it should be emphasized, is the RESULT of a smart Social Media marketing strategy, or in some unfortunate cases, the result of a very big mistake that landed in the wrong hands. There are a variety of tactics that can enhance the chances for something to go viral, but in the end, marketers cannot guarantee that a campaign will go viral. That is in the hands of internet users. It is perhaps the single most desired result for any internet marketer. The only marketer that shuns the viral idea is one who knows he/she cannot supply the demand that will inevitably occur...

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