The implementation of social media faces its own challenges not comparable to those of traditional marketing. Setting up a corporate Facebook, Twitter, MySpace, YouTube account etc. may be quick and easy, but every platform comes with its individual complexities and an extensive understanding of the capabilities of the respective platform is required. In many cases it is just impossible to understand how social media really works, if you have had no experience of these areas yourself. And it is not only the new technology in new territories, but also – and this is very important – the change in communication behaviour and patterns. For the successful transmission of your marketing messages and brand strategies it is strongly recommended that you get to know the perspectives and behaviour of clients and new media users on all of these platforms and adopt a new set of values in addition to traditional marketing skills.