Adopt Social media, don't buy but earn attention.
Why do you still invest money in marketing areas where you are sure to get nothing in return?
Fear of change?
While I agree with the presentation "Social media marketing explained in 61 words" by David Meerman Scott, I still do not get how I could apply these concepts to niche markets, like the one I currently work in.
Enjoy the show where you'll be explained what is introduced on David Meerman Scott's own blog:
You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)
Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.
David builds his argurment with real examples (links in sources) he has met these last years and jokes about the Gobbledygook you can find on marketing product web page.
Vimeo: David Meerman Scott keynote at BMA 2009 national conference
David Meerman Scott blog: Social media marketing explained in 61 words
Youtube : Singing CPA Sings Happy Birthday to Sarbanes-Oxley
Twitter : Armed Forces Personnel Administration Agency account
Wikipedia: Armed Forces Personnel Administration Agency
Pragmaticmarketing : Social media marketing explained in 61 words