Stop marketing, start building communities

Creating a social profile and tweeting out a few promotional offers isn't enough: Social marketers worthy of the name need to focus on building lasting communities, says Ripple6 Senior Vice President Rich Ullman. Marketers need to look beyond the quick sell and focus on cultivating an enduring relationship with their customers that creates repeat business, Ullman argues.

"They should be looking for consumers who want to add value over the long haul rather than to buy only one product," he adds.