Old school marketing tactics are needed to pump up your social media presenceour a brand manager and those non-tech types keep telling you that they want your company on Facebook. They want videos and they want whatever that Twitter thing is.

What they don't know is that their old school mentality is exactly what's needed to get the new school mentality going.

What I mean is that social media isn't a field a dreams. If you build it, they won't come. You need to listen to the questions of the guy in the field, i.e. your audience. Get at the heart of what they're asking for and give them what they need.

However, just like Ray Kinsela (played by Kevin Costner), you have to do your homework and use all the tools in your arsenal to get the people to "show up."