The increasing prominence of the social web provides many ways to identify, target, and reach consumers. 
You're most likely already aware of the immense potential on the internet for your company and your brand, but it's likely that you aren't sure how to tap it. You hear buzzwords like viral marketing, social marketing, buzz marketing, viral videos, consumer engagement, and destination websites, but it's hard to climb the learning curve when the curve itself is always changing.
It doesn't matter whether you are a small non-profit or a Fortune 500 company, the power of these new web-based marketing tools is explosive. You know you're in danger of losing ground to your competition as they begin to effectively leverage the power of viral and social media. Might it be time to embrace a marketing theory based on facilitation, where you engage consumers and earn their loyalty?
