ABSTRACT
This chapter reflects the rather confusing state of social media definitions that is worthwhile starting this chapter by reiterating that throughout social media and writing about it there is little to help with offering finite definitions for the various elements and practices within it. It decides to include it at the beginning of the operational section as the key issues must be adopted or adapted by those managers and staff tasked with delivering the organizations association with social media. Social media marketing cannot stand alone in a digital marketing strategy and a digital strategy cannot be anything but an integral element in a marketing strategy. It is not for every product, brand or organization. The chapter concludes the resistance to change from a group of employees who are working in a culture that is the opposite of what effective social media marketing requires would make the task not only difficult, but virtually impossible.
