I recently finished Seth Godin's book "Permission Marketing". Written in the pre-social media days, the book was way ahead of its time. In short, it's all about obtaining increasing levels of permission from existing and prospective customers in order to more effectively build a relationship with them. For example, a low level permission may be a Facebook like or a Twitter follow, while a slightly higher level could be providing an email address or other contact information, with another level being the completion of a survey on an individual's interests or preferences. As you learn more about these consumers and earn higher levels of permission, you can then target them with sales pitches or ads that are more relevant, anticipated and personal.