Tutorial Offers Social Media 101
Jennifer Jones has produced a brief, helpful tutorial, How to Build a Social Media Campaign, to guide markers considering swimming in the social media pond. She offers the names of tools marketers can use to track existing conversations about their brands. She suggests brands identify or create interesting stories surrounding the brand that will be of interest to the target audience and then provide a means for those stories to be shared.
In terms of things to avoid, Jones is adamant that marketers be transparent in their efforts and identify their involvement with any effort. The tutorial doesn't answer every question marketers will have about social media but it will provide an initial frame work from which to begin.