Social marketing reaches full potential on the Web; however, it is a two-way street best not navigated alone. Consumers are forever in flux and actions taken by consumers on the Web are instantaneous — marketing must be nimble to react to trends and consumer feedback just as quickly as it can leverage new technology and social media spaces. The job of marketing on the Web has grown to be two very distinct areas: matching consumers to products and maintaining consumer relationships.

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The social Web has brought power to the people (consumers). Customers are not just voting with their wallets — they are raising their voices and millions are listening. Retailers had better listen, adjust, repeat, or face extinction.

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