More marketers use social networking to reach customers - USATODAY.com

Social media needs a few high-visibility campaigns that lead to increased sales to put it truly at the center of contemporary marketing. Maybe it is beginning to happen.

SAN FRANCISCO — Ford Motor has high hopes for Fiesta, a popular model abroad launching in the U.S. next year.

So how does it introduce the subcompact car to Americans? A massive ad blitz on TV? In-house promotions at dealers nationwide?

Nope.

In April, Ford tapped 100 top bloggers and gave them a Fiesta for six months. The catch: Once a month, they're required to upload a video on YouTube about the car, and they're encouraged to talk — no holds barred — about the Fiesta on their blogs, Facebook and Twitter.
via www.usatoday.com
There is no ready handbook on how to run a social media campaign. In just a matter of months, social media has moved from being a faddish curiosity to a complex strategic option.

There are all sorts of interesting things going on here. Like any burgeoning movement, you see countless evangelists popping up all over place claiming to be experts. (Just spend time gathering a few followers on Twitter and you'll have them knocking on your door.) Some of them are, some of them are not.

The agency I work for has launched a campaign like this on behalf the employment brand at Nestle Purina Pet Care. You can see some of the components at these links:
Website: http://www.nestlepurinacareers.com/CollegeStudents/Default.aspx
Facebook: http://www.facebook.com/pages/Nestle-Purina-StepOne/134998738273

Twitter: http://twitter.com/steponeprogram
YouTube: http://www.youtube.com/steponeprogram

In the coming months, social media will begin to employ tactics that are clear and proven. The playbook we follow will emerge with greater clarity.
It's good to see the major players out there realizing that "it's where customers are.