Social networks like LinkedIn and Facebook are great places for marketers to connect with prospective customers through highly targeted pay-per-click advertising. But don't make the mistake of simply applying all of the same advertising rules that you've used successfully in your search marketing campaigns to your social media campaigns.
For some consumers, social networking sites have taken on personality traits that reflect who they may log in as and communicate with. Facebook might be a boyfriend. LinkedIn is a boss. Twitter is filled with acquaintances to say "hi" to in the hall.