We hear that a lot. No wonder – everyone agrees that online marketing is a must these days. Also, everyone’s talking about social media and understandably wants a slice of the cake. But many companies underestimate the effect these campaigns can have, the options available and – especially – the amount of work it takes to do it properly. Too often, people twitter away indiscriminately, feed their company blogs or their XING and LinkedIn profiles – with little or no effect. Successful campaigns in these areas need very careful preparation, execution and follow-up as well as intensive monitoring and response management.