Michael Berkley's "Social advertising: a plan for viral success" illustrates some interesting point about how easy it is to generate "word of mouth" through social media. He points out that people are already associating themselves with communities and groups based on interests and hobbies. From a marketing standpoint, it is like shooting ducks in a barrel!
If you have something to market for people who love to kayak... google it and... BOOM!
People who own Chocolate Labradors... BOOM!
As Berkley points out, people are willing to accept products and marketing into their group, as long as the marketers are authentic and genuine!
A look into Social Media Marketing as it applies to business and self-promotion. The discussions are geared towards companies, entrepenuers, artistic and creative types, written to inspire a new way at marketing. It is about connection rather than sales.