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Internet marketing is accelerating at light speed, with the explosion of Facebook and other social media welcoming businesses into a virtual community of viral expansion and virtually old-fashioned relationships.
Bulletin board-style Web sites are so last millennium, and even e-mail marketing appears so last year unless it's more honed and targeted to the recipient.
"The day when just having a Web site was good enough is no longer," says Troy Rumfelt, president of Digital Hill Media. "You need a blog, a YouTube page, a Facebook page, a Twitter feed going out there and all funneling back to your Web site."
To succeed, social media should involve high-level company officers thoroughly familiar with the brand, in the conversation, such as Bill Samuels Jr., son of the Maker's Mark founder, and Barry Judge, the blogging and tweeting chief marketing officer of...