At the end of the day for marketers, Social Media is a channel. Granted, its a complex channel with multiple communications streams, both synchronous and asynchronous. It can also be used at many stages in the sales and marketing cycle.
Social Media is the next big thing, but we must be disciplined in our approach toward using it as a marketing tool or we will fail, publicly.
Here are some tips that will help you navigate these sometimes murky waters.