Do old marketing advertising tactics work with new forms of media? A recent post on Chris Baggott’s Guide to Blogging blog argues that they don’t. So what is the job of today’s marketing professional? Chris says it’s to listen, and it’s to be there to solve a customer’s needs when they conduct a search. Business blogging is a great way to increase “organic search,” and Chris suggests focusing blogging efforts at related and popularly searched keywords.

Amanda Mooney of Ad Rants considers a piece by Clive Thompson in Times Magazine. In Clive’s article he suggestion that “incessant online contact” creates an “ambient awareness.” This, Amanda says, can greatly impact a brand, allowing the brand to be grasped on a more “intimate level.” Building real relationships no longer means the 30-second million-dollar promotional spots. It is a two-way conversation where companies can listen to stakeholders and receive feedback on a micro level about their brands.

Comparing the use of social media during Hurricane Katrina with its use during Hurricane Gustav, Paul Chaney of Conversational Media Marketing reminds us how far social media has come in a few short years. Web 2.0 tools such as Twitter and a FEMA widget made it easier for people to stay informed and communicate with friends and families. However, Paul says, “None of Louisiana’s emergency sites offered any type of social media tools.” Clearly there is still a long way to go.

Frontline employees often function as “brand ambassadors” for their companies while online. Richard Becker of Copywrite, Ink. tackles the debate of how companies should handle separating an ambassador’s personal and professional online brands. It is Rich’s opinion that “trying to separate personal and professional brands is like arguing that you are a different person when you wear jeans or a suit.” And he also notes the importance of acting with good common sense. Rich says that it is important for companies to educate these ambassadors, because they can greatly and positively impact a company’s image.

Gareth Kay offers his “two cents” on the best practice of social media on the Brand New blog. Simply, Gareth wants “brands to stop being so narcissistic and to start being generous.” If it were up to Gareth, a brand would reward customers with something special or unique. He warns, “Don’t think that social media is the silver bullet - you need to be a social brand, not a brand that ‘uses’ or ‘buys’ social media.”