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Dear reader,

Hardly any topic is currently as hot and controversial as Social Media Marketing (SMM).
Hype or savior? "Nice-to-have"; or silver bullet? The truth lies - like most of the time -

somewhere in between. Undisputable however, if done right, SMM can be a very power-
ful tool for customer retention.

It requires entrepreneurial virtue, planning, discipline, continuity and a serious devotion to
the virtual multiverse. Then - and only then - social media can becomes a success story.
In case this foresight and perseverance is missing in a company, a haphazard and arbi-
trary approach counteracts not only the success, but eats beyond that into valuable re-
sources, too.

Crown your social media engagement with success through more customer contacts, a
distinctly higher level of awareness and ultimately more sales, by reading more on the
topic in Asian eMarketing.

Best regards,

Daniela La Marca
Editor-in-Chief, Asian e-Marketing

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2 Asian eMarketing March 2014 - Social Media Marketing