According to Wikipedia [2], social media marketing is: "The process of gaining website traffic or attention through social media sites, with efforts aimed at creating content that attracts interest and encourages readers to share it with their friends across their social networks". That would make a lot of sense, wouldn’t it?

Be interesting! Share useful information. Have an original point of view. Don't lie. Admit your faults and your shortcomings. Recognise that there's life beyond whatever your product does. Especially if it's toothpaste or mayonnaise.

Do these things and, if you're lucky, people will talk about you and spread the word. Oh, if only it were that simple! It is, or at least it could be. But look around, and it’s clear that there’s not a lot of that going on.