It is hard to look at any media channel, or even talk to anyone these days who hasn't been exposed to social media in some way.
The world seems full of people and businesses who run the gamut from Evangelical supporters, through those still figuring it out to those who think it is all overblown hype.
However there are very few who haven't heard the buzz at all! So what are the marketing issues that apply here?

• Clarity and focus - if you don't know who you are trying to reach and what they are dealing with, your message will be unfocused and ignored

• Mindset - all marketing activities require commitment and dedication over time to be truly successful.
  What time are you prepared to put in and for how long?

• Attention - the first job of marketing - gain your ideal prospect's attention.
  What issues are they dealing with on which you have valuable input? In face to face marketing you need to put yourself in THEIR shoes and present your message accordingly.
  In other words show that you understand what they are dealing with.
  When you talk about yourself, your services and why you are so great you will not engage them and will sound like the majority of others in your niche.
  Therefore you won't stand out.
  This is exactly the same issue on line - you need to understand, find and engage your audience

• Credibility and Trust - people preferably want to work with those they know, like and trust.
  You need to establish that.
  This applies in social media as well as in person.
  In person you can have a conversation, offer to send your prospect valuable information, ask them questions about their situation and offer to introduce them to others who might help them.
  Guess what? You can do all those things on social media too.
  It takes some work but just as in the "real" world, once you have your prospect's attention, you DO NOT have permission to sell to them and revert to talking about yourself

Social media arguably provides a even more intense and immediate marketing experience than face to face.
When you are talking with someone in person, there are clues such as body language as to how your message is being received.
Politeness prevents people from abruptly disconnecting.
Those aspects are absent on line.
Treat social media as you would any other marketing tool, because that is precisely what it is.
There is no magic to it, and what works in person can easily be translated on line.
The rules haven'tchanged but may have assumed even more importance on line.