In the beginning, the Internet was generally a one-way form of communication used to disseminate information, often in a plain and text-heavy manner that was not so different from how information would be displayed on a printed page. As the Internet evolved to allow parties to respond and interact with each other, it changed from being an informational tool to being an incredibly useful transactional tool, causing usage rates and demand for Internet access to rise rapidly. People began making purchases, asking questions, providing answers and much more - it was only a matter of time before the Internet evolved into the Social Web it is today.

Up until 2008, the Internet was most often made up of small communities in the forms of trade or business specific forums, small blogs and personal Web Journals. The popularity of the Internet was constantly growing, however, and it was the introduction of websites like MySpace, Facebook, Twitter, and LinkedIn that harnessed the previously unknown Social stage that the Internet had to offer. Suddenly, it became fun and interesting to connect and interact with just about anybody online, and the growing availability of internet access across the globe only added fuel to the fire as people began using social media to share information - sometimes even faster than major news organizations could.

In the formative times of the Social Web, businesses usually stuck with traditional and practical forms of marketing. "Interruption marketing" - often a call for customers to stop what they're doing to take a look at your fantastic offerings - is a very common type of marketing used in things like television or radio commercials that is intended to catch a user's eye with often flashy or exciting elements. In a society that is saturated with this form of marketing, it's no surprise that many users have simply grown to ignore most of the branded advertisements and messages that they are exposed to - a phenomena known as "Banner Blindness".

Understanding Social Media Marketing is critical to a business's success online. Rather than just catching the attention of users to deliver a message and provoke a response, effective Social Media Marketing should enhance what the user is already doing. It's important to know what information your viewers desire, and which social platforms host your target markets. Sharing relevant, engaging content draws customers to a new path of their own interest, rather than stopping them in their tracks. With nearly two thirds of adults in the US using social media, it is more important than ever to make sure your online presence is consistent on every social front.

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