- Creating a buzz - It is about creating buzz or news worthy events, videos, tweets, or even blog entries that attract attention, and become viral in nature. Buzz generation is what makes social media marketing work, it replicates a message, not through purchase of an ad, but through user to user contact
- Building of asset - It requires building of assets that facilitate fans of a brand or company to promote it across multiple social media channels. Fan pages in Facebook or Groups in Linkedin are ideal examples.
- Demands a democratic approach - Social media marketing is successful only when it is designed to allow customer/user participation and dialogue, with little or no control by the organization. If a company has something to hide, then maybe social media marketing is not for them, because honesty is required.
(Accessed 4 March 2014).