If you've decided to conduct a social media campaign (or are already in the middle of one), congratulations - you're more or less on the cutting edge.  It's important not to either fall off or get sliced, though, and some tips to that end arrived from PubCon.

Vanessa Fox, who's moved on from several other impressive things to become the founder of Nine By Blue, observed in an interview with Mike McDonald that social media is great for raising brand awareness and engaging customers.  These are the sorts of things that people will voluntarily watch and pass on to friends.

At the same time, you need to have concrete goals.  Getting a lot of traffic from Digg, for example, may not do the average business any good by itself if no visitors click on ads or buy products.