You experience it wherever you go. It's there when you flip on your TV, as you tune across the radio dial, and browse the internet. You can't escape it, yet most of us never feel trapped. It's part of our lives, and we accept it. What is this, such a pervasive, penetrative object? The answer is shockingly simple. Advertising.

In a world where we're constantly bombarded by loaded messages, in order to maintain our sanity, we begin to tune out irrelevant ones. Everybody's screaming something, and if a company or individual has something to offer us, personally or in business, we accept their message and stash the information until we need it. If the voice isn't at least partially relevant to our life, we throw it out.

For years, it's been assumed that 50% of all marketing dollars were wasted; the gatling gun of mass media wasn't able to hit the target audience, bringing new meaning to the old phrase, "pray and spray." It's only recently that companies who have advertised on commercial radio, television, and billboards for years are culling their traditional models, in favor of a more focused campaign. Social sites like Facebook and Myspace, online auction sites such as eBay, and internet media sites are garnering more traffic than ever, creating an never-before-seen opportunity for targeted advertising. But, in increasing numbers, everyone from the CEO of a Fortune 500 company - to an independent musician living in a one room apartment, is choosing to communicate directly to their audience through the power of blogging.

If your firm is ready to engage in social networking, I need to caution you. Transparency is crucial to your success. In the world of today, resources like Wikipedia allow the average consumer access previously unknown information. One example of social media marketing gone terribly awry was Burger King's partnership with rapper megastar, P. Diddy. This video is full of blatant ignorance by both parties. As playback commences, we're reminded that YouTube channels cost millions of dollars, that when Diddy tries to be cool he often comes off as a big jerk, and that yes, even the "king of music and fashion" has to pay for his meal. Though they totally missed the mark, it's obvious what they were going for: a genuine connection to their audience. It was a poorly executed attempt to identify with those who consume your product, and speak their language. But whatever language you speak, it's got to be real, or someone is going to catch you for it, just like YouTube user LisaNova did in this video.

So, the next time you sit down to blog, make sure you've got something real to say - because what you say, and how you say it - makes all the difference.