The web as we know it is a continually changing beast.

Nearly 10 years ago, it started out as static web pages, textbook-like design and noisy modems that beeped and crackled to tell us our Internet connection was starting up like an old car. Then, Web 2.0 arrived with broadband video and growing online conversations.

And now, to the present day, the online world is evolving to recognize individual users. You. Think of it as your own personal assistant that understands what you like, recognizes whose opinions you trust and values the resources you use to make decisions.

Experts, across the board, will agree that developing a solid strategy for your brands social media efforts is the most important driver of success.  Your strategy should be built around your long-term goals, your capabilities and resources, and your audience/customers.  While the framework for your social media strategy can be developed at the corporate level, it’s easy to overlook how you’ll integrate your dealer network.

For OEM’s a holistic social media strategy is one that functions at both the corporate and retail levels.  When developing your strategy, don’t forget that every department, every employee, and every one of your dealers represents your brand – and every one of them has access to social media.  How your dealers utilize social media will directly affect your brand.

Google has recently introduced Sidewiki, a tool that allows anyone to comment onanyweb page (review here). Facebook has added tagging, allowing updates to identify people and companies. Google Wave is hitting the masses, making email social (maybe not masses, those lucky enough to scrounge up an invitation). Google Maps is becoming “hyperlocal”, making it easy to find and review small businesses. Thousands of Twitter applications are flooding the Internet, creating endless uses for Twitter, and everything is going mobile and real-time.

The meat of your message, the tools, and the tactics you use to reach your audience should always depend on who you audience is. Now, in the digital age, its more important than ever to have a solid understanding of your customers. All the hot platforms (social media, digital advertising, search engine optimization, corporate blogging, etc.) will do you no good if your customers aren’t active or effected by those mediums.