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There are some basic ways to control these unscripted conversations.

The base element of successful marketing in the social sphere is telling stories that have impact on the target market place and encourages meaningful conversation is the key to success in the social networking sphere.

The major difference in the marketing model exist in the speed at which the message takes shape, is responded to and dies out.

The new boundaries present challenges to marketers. They must think outside of the box to position their brands effectively using social media. This, third person position, type of thinking can be challenging to many traditional marketers.

In the social media spheres marketers must engage this marketing curve and purchase decision making process by understanding the layers of influence present within them.

The majority of the purchases online consist of books and electronics. The majority of these shoppers are single item shoppers. Their shopping mentality is very different form the everyday mall and grocery store shopper.

The most effective brands differentiate and become known for a unique characteristic over time. Proctor and Gamble’s power house brand reputation did not happen over night and neither will any of the newer brands.

The trend for traditional marketing agencies to relate to the social market place as a group of deal seekers is a detriment to fostering consumer relationships.

It appears major brands expect people to click on a link and “buy it now” when they engage in the social sphere. Why they are trying to apply this purchase model to social networks is not evident at this point.

The Red Bull Channel (http://www.facebook.com/redbull?v=wall) engages its users in meaningful conversation that talks about their product in the context of the consumer that consumes it not as a brand telling you about itself.

The Gucci facebook page does a great job of micro-blogging about their products but does not appear to communicate the brands elite product differentiation in any meaningful way.

Major marketing groups still insist on justifying their services with sales generation as the bottom line. A new measurement of marketing effectiveness is necessary in the social market place.

Why do big brands insist to ignore the fact that they are only able to capture small percentages of these marketplaces, regardless of demographic makeup, with this approach?

The consumer goes through the following process during their decision to purchase a product or service. Stage 1: Need Recognition Stage 2: Alternative Search Stage 3: Alternative Evaluation Stage 4: Purchase Decision Stage 5: Post Purchase Decision