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If marketing describes the communications a company makes with consumers in effort to inspire them to buy, social media marketing refers to these conversations as they take place in the blogosphere on sites like Facebook, Twitter, Digg and StumbleUpon.

There's quite a bit of controversy about the "right" and the "wrong" way to do these things and books have been published about marketing and social media to help guide companies through the place where new media and publicity intersects.

These guides have become increasingly relevant and necessary as questions about whether the tricks of the traditional marketing trade apply to social media. In the end, it seems that the question of what is morally correct, while valuable, is not the central question – it's about what is effective, and this varies in each social media property, with every conversation.

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