I feel like there is a scarcity of good marketing today. Good marketing means which can convert the leads into sales. The only marketing that has moved me in the last couple of years is Social Media Optimization.

listening in is first step…

I personally use social media as part of an integrated marketing strategy including traditional marketing like webinars, e-newsletters, events, traditional pr, etc. We use social media as a way to engage, promote and push information to clients, partners, prospects, etc. And if my companies following is only 300 on twitter I will take that to the 20,000 if it consists mostly of key targets.

I have seen smaller companies create themselves almost entirely via social media – and it did not take a self proclaimed expert to get them there – it took understanding that you are having conversations and being genuine… that is key to brand respect.

I don't want to come off as thinking there are no such things as social media experts, because there are people who understand basic principals of marketing and have used the tools presented by social media to enhance their strategy. If you are not thinking about how to generate leads, push/educate people through the sales cycle, increase brand awareness/loyalty, reduce risk and finally sell… then you really are not a social media expert in the realm of sales and marketing- you are just a guy with a twitter/facebook/identi.ca/digg… account.