Celebrity endorsements and the idol approach are effective for large companies with big marketing budgets.  However small or medium sized businesses need a more cost effective approach which leads us to the grass roots movement that social media propels.  When we examine social networking, you are achieving something much more valuable than advertising. You are creating referrals, testimonials and endorsements, which gives you instant credibility and a level of trust that traditional advertising simply cannot achieve.  Social Media allows you to leverage your existing customer base and create real world champions of your brand.  While we may be entertained by a pretty woman singing Bye Bye Birdie while sipping her diet drink, we are more likely to purchase something based upon the positive experiences of our like-minded family and friends.