http://www.youtube.com/watch?v=2UkiM3OaHxw&feature=player_embedded Listen to this guy! Gary Vaynerchuk was born in Babruysk, U.S.S.R. (today Belarus) on November 14, 1975 and emigrated to the U.S. in 1978. He graduated from Mount Ida College in Newton, MA. From a platform as co-owner and Director of Operations of Wine Library, a wine retail shop in Springfield, New Jersey, Vaynerchuk gained fame as the host of Wine Library TV, a daily internet webcast on the subject of wine. Called the "king of social media", he is one of the first Facebook users to max out his friend limit, with over 17,000 pending friend requests. He is in the top 100 people followed on Twitter and was the keynote speaker at events like the 2009 South by Southwest Interactive conference and the New Media and Web 2.0 expos.

It is very important to understand that social media is just a tool. What is more important is the community that the tools allows one to access. Thus, just like traditional marketing, one has to choose on blanket cover or targeted cover for their respective campaign. This choice will then inform the most appropriate tool. It really does not count, when you do not look it as a community approach. The ultimate goal of engaging social media should be to make a tribe around your idea/product