I already have these in some form of another — these pots and pans — even in these brands! But never have I seen such a perfect list thanks to Serious Eats, Equipment: The 7 Most Essential Pots and Pans:

1. The All-Clad 12-inch Skillet with Lid. the All-Clad Stainless Skillet with Lid ($119.99). It’s really expensive, but it’s massive size and perfect thermodynamics are worth the extra bucks if you are willing to spring for it.
2. A 10-inch cast iron skillet. If your grandmother had one, you’re lucky. The rest of us can find old-fashioned Griswold or Wagners off of eBay. Look for models that are completely smooth from reputable buyers, and expect to pay upwards of $100 for a high-quality, well-seasoned skillet or the 10 1/4-inch Seasoned Cast Iron Skillet from Lodge. Despite its claim to being pre-seasoned, you’ll still have to season it yourself before it achieves true non-stick qualities, but at $16.98, the price can’t be beat.
3. A 10-inch non-stick skillet. The 10-inch Covered Omelette Pan from Calphalon ($44.95) is sturdy, made of hard-anodized aluminum, and comes with a heavy, tight-fitting glass lid. It’s everything you want in a non-stick skillet, and inexpensive to boot.
4. A 3-quart saucier. The All-Clad 3-Quart Stainless Steel Saucier Pan ($174.95) is ultra-sturdy with superb heat distribution and weight balance. It’s got a tight fitting lid for retaining heat as well.
5. A 14-inch wok. The 14-inch Flat Bottom Wok from Joyce Chen ($29.95) features heavy gauge carbon steel, a riveted heat-resistant phenolic-plastic Northern-style handle with a helper handle, and is extremely inexpensive.
6. An enameled Dutch oven. The Le Creuset Enameled Cast-Iron 7-1/4-Quart Round French Oven ($274.95) is the benchmark for performance and styling. Large enough to fit a whole chicken (for the classic French poule-au-pot), it’ll handle any heavy-duty task you throw at it with the greatest of ease.
7. A 16-quart stock pot. The Oneida 16 Quart Stock Pot ($39.82) has a disk bottom, which makes it slightly less robust (they are known to occasionally fall off during rapid temperature changes), but since a stock pot will generally only get mild thermal-shock abuse, you’re pretty safe with this option. It’s big, and inexpensive. You could pay a lot more for a fully-clad stockpot, but there’s absolutely no need to.

Still here at Mr. Tire getting new Yokohama shoes for my old Beemer.

Apparently the down-side of telecommuting and running a distributed virtual agency and not commuting every day is that all that sitting and not rolling “breaks” the tires and “eggs” them.

So, en route to NYC for my big Manhattan Sales Tour, Fall 2010, on 95, at speed, my wheels went crazy-nuts. Off to the Maryland Welcome Center rest top, got the Exxon guy to check the tires, and they were toast.

So, here I am in Aberdeen, Maryland, at the Mr. Tire, swapping out my trust old Continentals for a slick pair of Yokohama tires. Then, safely, back onto the road.

Oh, and after 8 years of city-driving, I have killed 3/5 mag wheels / rims — already tossed the spare’s rim but now I am told that 2/4 of the remaining rims are shot and need to be replaced.

Off to eBay to see if I can get 3 used true model-appropriate mag wheels for my 2001 e39 BMW 530i.

I hate to love nice cars at moments like this.

I found myself in the London Luton Airport waiting for a flight back to Berlin and I couldn’t find my favorite pair of Etymotic ER6i Isolator Earphones (I have two) and needed a pair of in-ear headphones.

So I wandered into an electronics store there and dropped £100 on a pair of Beats In-Ear Headphones and have been very happy with them.

What I like most is that the wires are as thick and as al dente as well-cooled linguine noodles.  It doesn’t tangle, it doesn’t break, the wires don’t pull apart like the Etymotic 6i’s tend to do if you’re not careful.

The in-ear nature of the headphones, in my humble opinion, is even better than the BOSE active noise-canceling headphones.

I can wad up the Beats and just throw them in my pocket and the worse thing that will happen is that the rubber buds may fall off and I will need to replace them, which is OK because they’re cheap and you can get replacements easy from eBay.

If you’re looking for some dependable in-ear, audiophile-quality earphones and you’re tough on stuff and do a lot of traveling, then grab a set of these.

My friend and Abraham Harrison’s client, Fabrice Grinda of OLX, has been recognized as one of the 2010 Game Changers in the May, 2010, issue of The New York Enterprise Report:

Fabrice Grinda, 2010 Game Changers, New York Enterprise Report

How he’s changing the game: “Throughout most of my life, I’ve been inspired by looking at things that work and making them work better,” says Grinda. Back in 1998, Grinda co-founded Aucland S.A., a European version of eBay, and it became one of the top three auction sites on the continent. He subsequently founded Zingy, a mobile ringtone company, that he grew to $200 million in content sales and sold four years later for 80 million dollars. An avid user of Craigslist, Grinda saw a lot of business potential in creating a free classified site with an improved interface that made it possible for users to search at a global level, embed videos, and post in different languages. “Classifieds are too expensive in many markets around the world, especially emerging countries,” says Grinda. “I wanted to share the free community aspects of Craigslist with the rest of the world,” says Grinda. OLX earns revenue by selling space on the site to advertisers. Grinda got the start-up running in about three months for an initial investment of $30,000. Some of OLX’s features that have changed classified, if not e-commerce as a whole, include a distance field allowing you to see postings within a certain geographic range; the ability to post items in virtual worlds (e.g., SecondLife); the ability to include videos in listings; RSS feeds; the ability to display ads on social networking profiles (such as Facebook and Twitter), and the ability to access the site from mobile phones.

Recent Highlights: According to Grinda, OLX’s recent highlights include “breathtaking growth.” The site is now available in 91 countries and 41 languages.OLX gets 100 million unique users to the site each month—more than Twitter or MySpace—making it one of the largest sites in the world. “Not everyone has heard of us in the US, but we’re much bigger in Brazil and India,” says Grinda.

What’s Next: In addition to continuing to grow OLX around the world, Grinda and his team are in the process of releasing an iPhone app and refocusing their mobile business. Grinda also is an angel investor in 28 start-up Internet companies.

People always ask me, “who is this Mark Harrison,” or “do you really need him?”  They even ask, “what does he do for the firm?”  I think there is a belief that any company worth its salt should have been started by a single, strong, founder — a Ford, if you will — and surge forward on the power of his single-minded vision.

Building a company is so much more than just that vision — it is much more than an idea, it is a creation that needs to be fed, maintained, grown, cultivated, and sustained.

When I started Abraham PR, I was a “single parent” but it wasn’t until Mark Harrison came on board around five-months in,  just about now three years ago, that we were able to start growing Abraham Harrison past a little consulting and digital PR practice into a proper company with 35 staff doing client service work in English, Spanish, Portuguese, Polish, and Russian for global clients like OLX.

Our biggest client, OLX, is a case in point. Just today, Fabrice Grinda, co-founder of OLX, wrote The Power of Two: 2 > 1! in celebration of the entrepreneurial company of partners, which I have generously excerpted below — but it isn’t complete — I cut a lot out, so please, rather, go visit the original blog post yourself. (Via Marketing Conversation)

The Power of Two: 2 > 1! (Heavily Excerpted)

Looking at the most successful Internet and technology companies of the past few decades, it’s shocking to see how many have two or more founders: Google, Apple, Microsoft, Intel, Youtube, Skype, Yahoo to name a few all have multiple founders. Even Oracle which is closely associated with Larry Ellison has multiple founders. It’s much harder to come up with super successful Internet companies which only have one founder. Amazon and eBay seem to be the exception and Jeff Bezos is all the more exceptional as he is still CEO. The same applies to up and coming Internet companies which also seemingly all have multiple founders: Gilt, Yelp, Facebook and Twitter.

I would not have expected this result. Running a successful starting requires clear and rapid decision making: you ask everyone’s opinion and make an informed decision and assess its impact. If it’s a product decision, you A/B test the top few decisions and keep refining. There is no time to find the democratic consensus, the field is too dynamic and competitive and from experience the consensus decision is usually worse than an informed rapid decision followed by rigorous A/B testing with continuous refinement. I would have suspected that having multiple founders would slow down the decision making as the co-founders would have to agree on a decision before it gets taken.

Moreover, most marriages end in divorce. Why would it be any different for business relationships especially given the stress that the two partners are under and the financial stakes involved? In fact, I would have expected that companies with multiple founders to be more likely to fail than companies with one founder for that very reason as two disagreeing founders would tear the company apart.

If someone did the analysis, I would bet that companies with multiple founders are more likely to fail than companies with one founder, but when they succeed, they are more likely to succeed in a bigger way.

There are four reasons why having a partner might make a huge difference:

1. If you can’t convince your friends to join you, you probably should not be starting the business.

[...]

2.Being a startup founder is incredibly lonely and it’s great to have someone to pick you up when you are down and keep you grounded in reality when you become exuberant

[...]

3. It’s necessary to have a strategic sounding board

[...]

4. There is so much work to do, it’s good to have someone you completely trust to split it with

[...]

The conclusion is clear: if you are creating a startup get at least one partner!

[...]

Here’s the top-ten list we worked with our client OLX to create since the Interwebs loves it some top-ten lists:

1. OLX is 100% free forever – even for jobs and real estate
2. OLX has a fantastic mobile site where users can do everything they can do on the web
3. OLX is both global and hyper-local
4. OLX has a WYSIWYG editor allowing rich colorful postings without knowing HTML
5. OLX has direct support for video & images
6. OLX allows you to view listings in your local language
7. OLX has improved search – both across and within categories
8. You can search within a certain distance of your zip code
9. You can promote your listings on Facebook and other social networks
10. OLX has pictures in listing pages and search results

I heard about OLX when I got on the phone with co-CEO and co-founder, Fabrice Grinda. He laughed and admitted that OLX is the largest free classifieds site no one’s ever heard of. He was right, no-one else I know have ever heard of OLX. Until now, OLX has played the back end to other sites. OLX was the engine behind the Friendster classifieds, for example, amongst many other.  OLX is now ready for prime time as it moves boldly into the United States in direct contest with monsters like Craigslist and EBay. This is a burgeoning David and Goliath story.

And, they’re rocking out abroad, with a presence in over 80 countries and over 30 languages. Until now, OLX has been a lot like David Hasselhoff, post-Baywatch and pre-America’s Got Talent: the Hoff is huge in Europe and so is OLX. And also in Brazil, China, Argentina, Chile, Russia, India, Poland, and others.

While we spoke, I farted around with the OLX site and quickly realized that OLX allowed me to search as geographically widely or as targeted as I wanted, based on city or zip code.

It was simple to search narrowly or broadly, by keyword or category, using check boxes and sliders. If there were too many results, I could slide it down to narrow the results; if there were too few, I could open increase the radius included in the search.

Craigslist limits its searches to cities and tight metro areas. Cities like Washington, DC, include Maryland and Northern Virginia, but not Baltimore or Richmond, although Baltimore is only 45-minutes away via the freeway.

But, no.  I have to pop in, and then pop out.  There have been attempts that 3rd party online services have made to allow federated search, but Craigslist keeps on shutting it down — because that’s what Craig Newmark of Craigslist does: makes arbitrary decisions that indulge his belief of what is right instead of what people might want and need. Like federated search, for example.

When I have some commerce to do, I have generally pointed by browser to one of three: Amazon, EBay, and Craigslist.  When I need something new, I’ll grab it on Amazon, but check EBay first.  When I am looking for something used, I will check EBay and Craigslist.  I will use Craigslist especially to grab something used if that thing is big, like furniture or a bike.

Sadly, there are too many limitations on all of these things and it really depends.

If I want a casual bike for weekend use spent with friends, that’s one thing, but if I am looking for a classic Kestrel carbon fiber criterion racer, it is much better to go further afield.  To me, Craigslist is best for people who are looking for deals or things that have become commoditized, such as refrigerators, mattresses, and couches.

If you’re looking for a replacement piece for a patter of china or if you’re looking for that 80s-era Porsche 911 you wanted in Highschool, you’ll need to go somewhere else, such as EBay.

OLX is flexible and easy-to-use, offering users — me — the sort of simple tools required to be able to fine-tune searches using check boxes, price limiters (high- and low-end), and sliders.  I can use it the way I want to, not the way the founders envision.

Same thing goes when it comes to mobile access.  In a world of mobile phones and mobile access, it is surprising that most online classifieds and auctioning sites limit their mobile access to just a couple of smart phones like the iPhone.  Well, I live on my Blackberry, my Nokia N95, and my soon-to-arrive Android G1, and there’s no way to buy and sell via mobile and Craigslist, EBay, and Amazon do not offer non phone-specific, non app-based, mobile WAP interfaces.  OLX offers access to all of its services via mobile, accessed via m.olx.com.

Mobile OLX doesn’t require an expensive iPhone to access the web interface or download an application, it can be accessed by any phone that can access the web at all, even lower-end phones that can only support very basical browsers.  Not only that, but I can easily continue my browsing and searching and listing from my mobile interface with a very similar experience to when I am at my desktop.

Also, there are lots of hidden fees, especially listing fees, hidden in real estate and jobs listings in Craigslist and, of course, listing fees on EBay — fees that have been growing for the last decade — the the point where loads of Power Sellers are getting skittish, wanting to pull their listings and find something else, something better.  OLX is completely free.  I dug further and there are premium listings available for a fee in the English/American market, but this isn’t restrictive, this is value-added. The premium listing fee is in addition, not a barrier to listing.

And, admit it, in the world of social media, social networks, and web2.0, Amazon, EBay, and Craigslist haven’t changed much in the last decade.

Then there’s the obvious and very annoying — and intentional –  limitations that man and ego, instead of service to customers, have implemented.

On the buyer’s side, on one hand, one of the most frustrating things about Craiglist is that each city is insulated from the other  — you just can’t search for the stuff you want country-wide; on the other hand, while EBay does allow you to search for stuff anywhere, it is an auction site so you need to be willing to bid or to Buy Now, which doesn’t lend itself to the sort of creativity and playfulness that Craigslist tends to produce.

To be honest, if I am searching for listing for things like cars and motorcycles, I want to expand my search to neighboring cities and states.  Hell, if I finally decide to buy that 1989 BMW R100GS Adventure Tourer, I am willing to search the entire country for one.  The perfect thing of my dreams does not want to necessarily be limited by geography or proximity.

For the perfect thing, I am sure I would go on a road trip or take a flight. A buddy of mine always wanted to own a Ferrari.  When he ultimately found the car he wanted to buy, it was almost three-thousand miles away in a barn, well-taken care of and just waiting for him, like a faerie tale.

Even searching for the perfect apartment can be taken to the perfect space, the perfect price, instead of just the perfect place.  How could that be, you ask?  Well, since I am a virtual worker, working for a virtual company, the quality of my home and the price of the rent or purchase could well be more important to me than whether the car is near the metro or bus line or is necessarily in metro Washington at all.

When I reread the above, I see a trend.  OLX seems to be a next-generation online classifieds site because it not only takes Craigslist into the 21st century but it also rolls in some of the great things about Ebay as well, such as the sophisticated tools that allow Ebay’s users to limit and expand searches, based on proximity and search terms, and whatnot.

Long story short, OLX isn’t revolutionary, it is evolutionary. Craigslist and its cousin Ebay are seriously stunted, unwilling to respond to the needs of its users.  “They don’t need that — they don’t even know what they need — why would they need to look outside of their city, this is about community, and I encourage community so I intent to block federated search from my classifieds site,” I can hear Craig Newmark saying to his board of directors.  Well, while Craig’s gloating, Fabrice is innovating, adjusting, evolving, and meeting the needs of his community.

And, when it all comes down to brass tacks, it is about making ends meet.  And when it comes to ends meeting, having more choice is better. More in better when it comes to value.  In one fell swoop, you can double and triple your reach into not only neighboring cities and states but further afield.

In fact, when you look at Craigslist and see how picked-over all of the listings are by the time I get to it, I should think that OLX is a competitive advantage since it is — for now, anyway — the largest free classifieds site no one’s ever heard of, OLX is an undiscovered gem.  OLX is like discovering an undiscovered flea market, second-hand store, or consignment store.

All said and done, this is not about revolution or paradigm shifting but it is about bringing buyer to seller and seller to buyer. It is about community and commerce.  It is about making connections as completely and as easily as possible in exactly the way that makes it easiest for everyone involved and I honestly believe that OLX fills that bill, be they my client or not.

I heard about OLX when I got on the phone with co-CEO and co-founder, Fabrice Grinda. He laughed and admitted that OLX is the largest free classifieds site no one’s ever heard of. He was right, no-one else I know have ever heard of OLX. Until now, OLX has played the back end to other sites. OLX was the engine behind the Friendster classifieds, for example, amongst many other.  OLX is now ready for prime time as it moves boldly into the United States in direct contest with monsters like Craigslist and EBay. This is a burgeoning David and Goliath story.

And, they’re rocking out abroad, with a presence in over 80 countries and over 30 languages. Until now, OLX has been a lot like David Hasselhoff, post-Baywatch and pre-America’s Got Talent: the Hoff is huge in Europe and so is OLX. And also in Brazil, China, Argentina, Chile, Russia, India, Poland, and others.

While we spoke, I farted around with the OLX site and quickly realized that OLX allowed me to search as geographically widely or as targeted as I wanted, based on city or zip code.

It was simple to search narrowly or broadly, by keyword or category, using check boxes and sliders. If there were too many results, I could slide it down to narrow the results; if there were too few, I could open increase the radius included in the search.

Craigslist limits its searches to cities and tight metro areas. Cities like Washington, DC, include Maryland and Northern Virginia, but not Baltimore or Richmond, although Baltimore is only 45-minutes away via the freeway.

But, no.  I have to pop in, and then pop out.  There have been attempts that 3rd party online services have made to allow federated search, but Craigslist keeps on shutting it down — because that’s what Craig Newmark of Craigslist does: makes arbitrary decisions that indulge his belief of what is right instead of what people might want and need. Like federated search, for example.

When I have some commerce to do, I have generally pointed by browser to one of three: Amazon, EBay, and Craigslist.  When I need something new, I’ll grab it on Amazon, but check EBay first.  When I am looking for something used, I will check EBay and Craigslist.  I will use Craigslist especially to grab something used if that thing is big, like furniture or a bike.

Sadly, there are too many limitations on all of these things and it really depends.

If I want a casual bike for weekend use spent with friends, that’s one thing, but if I am looking for a classic Kestrel carbon fiber criterion racer, it is much better to go further afield.  To me, Craigslist is best for people who are looking for deals or things that have become commoditized, such as refrigerators, mattresses, and couches.

If you’re looking for a replacement piece for a patter of china or if you’re looking for that 80s-era Porsche 911 you wanted in Highschool, you’ll need to go somewhere else, such as EBay.

OLX is flexible and easy-to-use, offering users — me — the sort of simple tools required to be able to fine-tune searches using check boxes, price limiters (high- and low-end), and sliders.  I can use it the way I want to, not the way the founders envision.

Same thing goes when it comes to mobile access.  In a world of mobile phones and mobile access, it is surprising that most online classifieds and auctioning sites limit their mobile access to just a couple of smart phones like the iPhone.  Well, I live on my Blackberry, my Nokia N95, and my soon-to-arrive Android G1, and there’s no way to buy and sell via mobile and Craigslist, EBay, and Amazon do not offer non phone-specific, non app-based, mobile WAP interfaces.  OLX offers access to all of its services via mobile, accessed via m.olx.com.

Mobile OLX doesn’t require an expensive iPhone to access the web interface or download an application, it can be accessed by any phone that can access the web at all, even lower-end phones that can only support very basical browsers.  Not only that, but I can easily continue my browsing and searching and listing from my mobile interface with a very similar experience to when I am at my desktop.

Also, there are lots of hidden fees, especially listing fees, hidden in real estate and jobs listings in Craigslist and, of course, listing fees on EBay — fees that have been growing for the last decade — the the point where loads of Power Sellers are getting skittish, wanting to pull their listings and find something else, something better.  OLX is completely free.  I dug further and there are premium listings available for a fee in the English/American market, but this isn’t restrictive, this is value-added. The premium listing fee is in addition, not a barrier to listing.

And, admit it, in the world of social media, social networks, and web2.0, Amazon, EBay, and Craigslist haven’t changed much in the last decade.

Then there’s the obvious and very annoying — and intentional –  limitations that man and ego, instead of service to customers, have implemented.

On the buyer’s side, on one hand, one of the most frustrating things about Craiglist is that each city is insulated from the other  — you just can’t search for the stuff you want country-wide; on the other hand, while EBay does allow you to search for stuff anywhere, it is an auction site so you need to be willing to bid or to Buy Now, which doesn’t lend itself to the sort of creativity and playfulness that Craigslist tends to produce.

To be honest, if I am searching for listing for things like cars and motorcycles, I want to expand my search to neighboring cities and states.  Hell, if I finally decide to buy that 1989 BMW R100GS Adventure Tourer, I am willing to search the entire country for one.  The perfect thing of my dreams does not want to necessarily be limited by geography or proximity.

For the perfect thing, I am sure I would go on a road trip or take a flight. A buddy of mine always wanted to own a Ferrari.  When he ultimately found the car he wanted to buy, it was almost three-thousand miles away in a barn, well-taken care of and just waiting for him, like a faerie tale.

Even searching for the perfect apartment can be taken to the perfect space, the perfect price, instead of just the perfect place.  How could that be, you ask?  Well, since I am a virtual worker, working for a virtual company, the quality of my home and the price of the rent or purchase could well be more important to me than whether the car is near the metro or bus line or is necessarily in metro Washington at all.

When I reread the above, I see a trend.  OLX seems to be a next-generation online classifieds site because it not only takes Craigslist into the 21st century but it also rolls in some of the great things about Ebay as well, such as the sophisticated tools that allow Ebay’s users to limit and expand searches, based on proximity and search terms, and whatnot.

Long story short, OLX isn’t revolutionary, it is evolutionary. Craigslist and its cousin Ebay are seriously stunted, unwilling to respond to the needs of its users.  “They don’t need that — they don’t even know what they need — why would they need to look outside of their city, this is about community, and I encourage community so I intent to block federated search from my classifieds site,” I can hear Craig Newmark saying to his board of directors.  Well, while Craig’s gloating, Fabrice is innovating, adjusting, evolving, and meeting the needs of his community.

And, when it all comes down to brass tacks, it is about making ends meet.  And when it comes to ends meeting, having more choice is better. More in better when it comes to value.  In one fell swoop, you can double and triple your reach into not only neighboring cities and states but further afield.

In fact, when you look at Craigslist and see how picked-over all of the listings are by the time I get to it, I should think that OLX is a competitive advantage since it is — for now, anyway — the largest free classifieds site no one’s ever heard of, OLX is an undiscovered gem.  OLX is like discovering an undiscovered flea market, second-hand store, or consignment store.

All said and done, this is not about revolution or paradigm shifting but it is about bringing buyer to seller and seller to buyer. It is about community and commerce.  It is about making connections as completely and as easily as possible in exactly the way that makes it easiest for everyone involved and I honestly believe that OLX fills that bill, be they my client or not.

BL and I adore eachother so I was very excited to receive an email from her last night with a link to her latest article on Business Week, Using social media to market your business is a good idea. Just don’t plan on getting your whiz-kid nephew to do it for free — check it out and check BL out over on her blog, What’s Next Blog. Oh, and when BL asks “how many of them have actually created a successful campaign for clients using social media tools? I bet you’d be hard-pressed to find half a dozen with real track records,” I can proudly state that Abraham Harrison LLC has the expertise, the experience, and the track record to boot!  Anyway, here’s the article:

Debunking Six Social Media Myths

For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.

But before you take the plunge, bear in mind the many myths that surround social media.

1. Social media is cheap, if not free. Yes, many of the tools that can be employed in social media marketing are free to use. These include Google’s (GOOG) video-sharing site YouTube, Yahoo’s (YHOO) photo-sharing site Flickr, the social-network building tool Ning, and content aggregators such as Digg and eBay’s (EBAY) StumbleUpon. Free blogging tools abound too; among them are WordPress, Twitter, and FriendFeed.

However, integrating these tools into a corporate marketing program requires skill, time, and money. The budget for an effective social media marketing campaign begins at $50,000 for two to three months. I’m sure companies have spent less, and I know they’ve spent more.

Building a site that incorporates interactivity, allows user-generated content, and perhaps also includes e-commerce doesn’t come cheap from anyone who knows what they are doing. Even taking free software like WordPress and making it function as an effective interactive site, incorporating e-commerce, creating style sheets that integrate with the company’s branding, takes more than time. That takes skill, experience, and money.

As a rule, a $50,000 to $100,000 budget can cover the creation of a simple multimedia microsite that becomes the center of an online community. Add in some widgets to help distribute the content and form a credible group on Flickr, Twitter, or Facebook and other networking groups to enhance the community aspect of the campaign. Complex functions add to programming and design costs.

A high-yield, highly targeted blog advertising campaign to kick off and support the program will cost an additional $25,000 to $100,000 a month. Advertising through Google’s AdWords, e-mail support, co-registration, and other tools that drive traffic would be additional costs.

2. Anyone can do it. A surfeit of whiz kids and more experienced marketers are claiming to be social media experts and even social media gurus. Search the bios of Robert Scoble’s 56,838 Twitter followers using Tweepsearch (www.tweepsearch.com), an index of the bios of Twitter users, and you’ll find:

• 4,273 Internet marketers
• 1,652 social media marketers
• 513 social media consultants
• 272 social media strategists
• 180 social media experts
• 98 social media gurus
• 58 Internet marketing gurus

How many of them have actually created a successful campaign for clients using social media tools? I bet you’d be hard-pressed to find half a dozen with real track records.

A successful social media campaign integrates social media into the many elements of marketing, including advertising, digital, and PR. Opinion and theory are no match for experience, and the best social media marketers now have more than 10 years of experience incorporating interactivity, blogs, forums, user-generated content, and contests into online marketing.

Video contests by companies hoping for viral buzz and Google juice are as plentiful as mosquitoes on a humid summer night. But, like their insect counterparts, most video contests suck.

It’s the rare video contest that gets as many as 2,000 entries. Many, like Denny’s (DENM) recent disastrous effort, get fewer than 10 entries. Apparently, 48 Denny’s breakfasts over four years wasn’t a big motivator.

3. You can make a big splash in a short time. Sure, sometimes a social media campaign can produce substantial and measurable results quickly.

Social media is great if you’re already a star, but that doesn’t happen overnight. Amid the recent launch of my T-shirt design business, Pawfun.com, I have relied heavily on my 4,000-plus Twitter followers and 120,000 readers of my What’s Next Blog, which I’ve updated as often as five times a day since 2003. Because that network already exists, with not one dollar spent on advertising, we were able to generate more traffic in our first three days than some major companies get after years online.

ZapposChief Executive Tony Hsieh, whose company has millions of customers who are evangelists for the great service that built the brand, quickly became a Twitter star, with more than 32,000 followers. When Dell (DELL), JetBlue Airways (JBLU), the Chicago Bulls, and other love-’em-or-hate-’em brands joined Twitter, they immediately developed huge followings.

Tweets can be used to drive traffic to articles, Web sites, contests, videos, and so on—if people already care about your brand, or if you have a truly original idea that people will want to share with their followers.

One recent example of a Twitter-generated success is Savvy Auntie, a community for aunts, godmothers, and “other women who love kids” that was launched six months ago by Melanie Notkin. She has counted on Twitter to drive traffic, help her find suppliers, products, and even investors. She developed a Twitter following before launching her business, then tapped into it for help when she launched.

4. You can do it all in-house. Wrong! You need strategy, contacts, tools, and experience—a combination not generally found in in-house teams, who often reinvent the wheel or use the wrong tools.

It is rare indeed to find an in-house team that can not only conceive and execute a social media campaign but also drive traffic to it with effective e-mail segmentation, search optimization, blogger outreach, blog advertising, Google ads, and more.

5. If you do something great, people will find it. Quite simply, that never was true. Until you can drive traffic to your social media effort, you’ve got a tree falling in the forest, heard only by those standing nearby. A great number of tools can drive traffic, including StumbleUpon, Digg, and Twitter, but nothing works better than word of mouse—one friend telling another, “Hey look at this!”

6. You can’t measure social media marketing results. You can use a variety of methods, including mentions on blogs and in media; comments on the content; real-time blog advertising results, and click-throughs to your company Web site. You can get very precise statistics from a variety of sites, including Google Trends, Twitter search, Google Analytics, BackType, and Compete.

The tools are there. The gurus who know how to use and interpret them—not so much.

Ochman, president of Whatsnextonline.com, has been creating new media marketing and online brand strategy since 1995 for companies including IBM, Ford, McGraw-Hill, Budget Car Rental, Stacksandstacks.com, and American Greetings. She tracks online marketing trends and campaigns in What’s Next Blog.