The main difference between a Social Media and others is that, you can’t buy "reach" on the Social Web, the only way is to build and grow it. Yes one can advertise on Social websites, but then it’s a paid form and consumers react to them as advertisements only. So the strategies of Social Media need to be decided initially in a very clear way. The SMO strategies and communication needs to be transparent so that it's clear as to who has written a particular content, a customer, the company, a reviewer or anyone else. This will help to build the trust and confidence in the minds of consumer, reader or viewer.
Eg: when we are watching a TV show and suddenly commercials starts coming we are aware that they are commercials, same way it should be clear to the person on the web that he / she is viewing a commercial, reviews, comments by third person or some thing else.