In today’s seemingly socially-dominated world, the basic marketing principles should still exist.
Segment. Target. Position.
Define the segment in which you have a legitimate interest.
Create a strategy to target those in that segment and understand how they might dovetail with what you have to offer.
Work out how to find them, and then go and find them.
Create a position for your organization so that you can influence them to take the action you want.
The social web adds an extraordinary and exciting new level of engagement, allowing us to segment, target and position in dynamic and valuable new ways, hooking to the individual but on a massive scale.
But the golden rules still apply.