Social Media: Marketing Myths and Universal Truths

Editor’s Note: This article originally appeared in the May issue of FS sister publication eM+C. It’s written for for-profit e-marketers, but the information is equally applicable to nonprofits looking to increase their presence and fundraising power online.

Social-media marketing opportunities proved to be viable additions to existing online advertising strategies for many of the top brand marketers in 2007. But the seeming complexity of these opportunities and the variety of social-networking sites and online communities available still are difficult hurdles for many marketers to clear.