Marketing is a hard job. It fails almost as often as actors looking for their big break.
The delicate relationship between management and marketing is a dance roughly akin to that between fox and hen, but with far less goodwill. To management, you're only as good as your last campaign.
So let's look at "The 12 Tenets of Social Media Marketing" to see how you can up your success rate.
I. The public is the Lord thy God
Ultimately, you can succeed only if your communications produce results, which shall be known as return on investment, by reaching the greater public. This can be achieved only if your product doesn't suck and your communications are not only clear but also interesting.
Verily, if you can become a useful source of information, your message may be heeded, or at least looked at ever so briefly.
II. Thou shalt covet all media
Today media is a collective term for the producers of content for mass and, yea, also for niche consumption. Thou must niche or be niched. Thy niches may include surly teenagers in fly-over states, as well as disgruntled consumers. To communicate with them successfully you must approach them from the right perspective.