Cameron Olthuis, director of marketing and design for ACS, says that instead of targeting several social media sites at once, smart marketers are focusing on single sites that cater to specific groups.Olthuis suggests that marketers restrict their social media marketing efforts to sites that feature relevant content. Also, marketers need to consider the characteristics of each social media site. For example, a campaign that has a goal of generating incoming links, would work better on Digg than one on MySpace. But MySpace campaigns are more likely to garner mainstream attention, and generate new leads.

Another tip is to watch out for the 'trickle-down' affect. This is, having a campaign take off on one site, and then catch fire on another, such as a post becoming a hit on social news site Digg, then jumping over to Netscape.