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The essence of Social Media Marketing is getting your message out to potential prospects or customers through social media and social bookmarking sites.  Marketing is just a bridge between what you have to offer and those who could benefit from it.  The essence of Social Media Marketing is to provide free value and connection.    Another key is that people will do business with others they like.  People who try techniques without that connection or value never have any lasting success.  No amount of expertise or technique will go very far if the core principles are missing.