Marketers must "learn how to connect"

with consumers to make an impact on websites like Facebook and MySpace, replacing traditional advertising methods with an interactive approach.

Most marketers see the importance of securing a presence on these portals, but are hesitant to invest in an unproven form of media.
Consumers are spending increasing amounts of time using social media, marketers also need to become "skilled and effective at social communication."

Brands' involved in social networking need to avoid classic advertising strategies, and wait "to be invited in" instead.

AND ABOVE ALL ELSE PLEASE UNDERSTAND THE REAL MEANING OF THE WORD "COMMUNICATION"