The document discusses how social media marketing differs from traditional marketing approaches and emphasizes focusing on customers as people rather than demographic segments. It highlights the importance of conversing with customers in a human voice and coming down from "ivory towers" to build relationships through open communication and transparency. Marketers are encouraged to see customers as friends and prioritize responding to their feedback in a timely, genuine manner to foster trust and mutual understanding.

2. Social Media Marketing Why is it different?

8. Be Human As Organizations So How Do We Do It?

13. Let’s Connect Jason Falls V.P., Director of Interactive & On-Line Communications [email_address] Twitter: @JasonFalls 502.815.3257 www.socialmediaexplorer.com