Relax. this is not another lecture on how to get on MySpace and start putting videos on YouTube. In fact, most companies should be cautious about leaping headfirst into these mass-market, social networks. Instead, start your social-media efforts incorporating RSS (real simple syndication) strategies, such as blogging, podcasting and keyword feeds, to drive traffic, visibility and social interaction.

Stop thinking about your ?target customer? and consider them as ?information consumers.? These people are seeking specific content relevant to their needs as a basis for making future purchasing decisions.

Being visible online and relevant to the information consumer at his or her exact time of need is critical to online-marketing success. This is why paid-search marketing on Google and Yahoo has exploded.

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