Social media marketing is still a young instrument of the social media marketing mix and in development equal to the social networks. By this new marketing instruments evolve and already existing approaches become differentiated by market reseach.
Such a new approach is the observation of interest graphs, which are defined by being part of social graphs and which may include other relationships like subscriptions to company news, too. The forming of such interest graphs happens by preferred contacts and cultivating communications and the interests of such groups. This differentiated approach is similar to improved targeting at online advertising and has the same importance to optimize social media marketing. Further information is available by the video below and the article Video: From Social Graphs to Interest Graphs.