These so-called “virtual communities” (see MySpace, Facebook, YouTube and digg.com) are not bad news for marketers, in fact they are quite the opposite. Countless viral campaigns have successfully taken advantage of the power of these ‘virtual communities’. The only time that statement is true is when your marketing department does not plan and measure the campaign correctly. When planning to use social media as a part of a marketing campaign there are a few do's and don'ts.
Do
Don't
Using social media for marketing is all about taking intelligent risks and harnessing the power it has become and will continue to be.
In South Africa our adoption rate for using social media for marketing is still relatively low, which is just perfect. We can learn from those who have failed before us. Remember, the tortoise won the race, not the hare.