In a push/tell marketing context, it's common to interrupt or use pressure tactics. We push into TV shows. We flash across screens. We ever-so-slightly pump the volume to wake sleeping nighttime listeners.

Behaviors acceptable in traditional interruptive advertising: radio, TV, print, and most online media, aren't acceptable in a social network. This doesn't mean that a business can't have a presence in a social network. Instead, it means that the business presence must serve and respect the social norms of the host community.

A lot of what's going on in social media comes down to the simple norms and codes of conduct we use every day. Treat me with respect, give me something cool to talk about, and I'll do your marketing for you.

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