Several clients, friends, acquaintances and occasional enemies have come to me, seeking advice with getting into the social media game. While I would never decree myself a “soothsayer” or “wizard” in this particular arena (which is already overloaded with a substantially ravenous horde of “brainiacs” and “gurus”), I believe two obvious, yet critical, points allude many of these seekers — much like the wily Sasquatch of the Northwest woods. In order to succeed in the social media realm, you must have:

  1. Media (text, audio, video) that specifically appeals to the audience you are trying to reach;

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