In this excerpt from Bernie Borges' book, Marketing 2.0, Bernie offers marketers advice on how to do proper planning to develop a social media marketing strategy. Old school meets new school when marketers do their homework through research to identify a content strategy and how to use tools such as blogs and social networks to execute a social media strategy.

Both employers and employees may be surprised to find that employee created blog posts, YouTube, LinkedIn profiles, Facebook profiles, and even tweets may be owned by companies. Yes, even those personal pictures you took last Friday with your loved ones, or direct messages in Twitter could belong to your employer. Why is this? Employees sign employment contracts that may indicate that all intellectual property created during employment may be owned by the company.

GeoCities deserves much more credit than we give it, because it was the first big venture built on what is now hailed as the defining feature of the Web 2.0 boom—"user-generated content."

Twitter has rolled out a new feature - Lists. Learn how to create the lists and the pros and cons of these lists.

There are no rules on social media platforms - just norms that we have grown accustomed to. Learn which mistakes to avoid on Twitter.

A new Pew Internet And American Life Project study is being released today which reports that internet users on a whole are becoming more likely to update their statuses online (on social media networks). The report says that 19% of internet users say they use Twitter or another service to share updates

Mistakes are easy when you start out. After all, no-one is updating their status – they’re engaging with one another! And that’s confusing – is it private or can you join in? How do you make the most of it and have fun? Well for starters you could avoid the most irritating twitter behaviours. And before you start trawling through my twitter stream – yes I have committed most of them.

Digging into this data, I started to notice an interesting trend: the higher the number of links an account Tweets in a given timeframe, the lower the CTR on each individual link. If you want your Tweet to get noticed and ReTweeted, you should slow down your posting rate.

To say that celebs have jumped all over Twitter would be the understatement of the last 12 months. Movie studios, sports teams and other employers of the rich and famous are understandably nervous - and are also adding new social media clauses to their contracts.

Last week I wrote an article over at Search Engine Land that addressed a number of concerns that I have heard from users who have Pages that are not showing up in Facebook Search. The article breaks down how exactly you can get your page to show up in the search with 8 different tips and tricks.