The marketer’s tool kit is overflowing with tactics and ideas. Some of the best campaigns are those that build on tools that integrate social media and eMail marketing. Simms Jenkins, BrightWave Marketing and Morgan Stewart, Exact Target join me to explore about how get the most value from what might seem like opposing tactics.

Last month the FDA held a 2-day hearing that began the process of developing guidelines that will regulate how the pharmaceutical industry plays in social media and with online ads. For any enterprise stepping into the social media space is a challenge. However, for companies in highly regulated industries, especially healthcare, the stakes are high to get it “right.”

Fard Johnmar, Envision Solutions, and Steve Woodruff, Impactiviti, join Toby to explore this very important issue that will likely not only impact Pharma but healthcare providers in general.

Twitter opened the door to interactive, real time networking, relationship building and learning .. one 140 character tweet at a time. The next generation of tweets takes it up a notch to structured conversations among many. "Tweet Chat” pioneers join Toby to talk about the value and implications of Tweet Chats: Mack Collier, @mackcollier #blogchat; Dana Lewis @danamlewis #hcsm; and Marc Meyer @marc_meyer #socialmedia.

What makes a great magazine? Content of course .. writers who have a unique view point and whose “voices” are enjoyable to read. However, with the onset of social media your favorite author may not be a staff writer but a reader .. just like you. Deanna Sutton publisher – Clutch, Angela Benton publisher – Black Web 2.0 and Heidi Richards Mooney, publisher- WE Magazine for Women join Toby to discuss how are online publications dealing with this new genre?

The tools of social media (blogs, Twitter, Facebook, etc.) were created for people to keep in touch with friends and family .. not to promote the latest computer or coffee products. Can marketers have authentic conversations with their customers? I say yes! CK Kerley - Epiphany and Valeria Maltoni -Conversation Agent join Toby to talk about how to over come the hurdles to keepin’ it “real.”

Susan Getgood, Roadmaps (blog) and Getgood Strategic Marketing and Liz Gumbinner, Cool Mom Picks join Toby to discuss how to build successful and respectful blogger relationships programs. Blogger Relations, as other social media strategies, have grown in complexity. The stakes are high and the give aways often over the top. But is it a credible marketing strategy?

Think that social media is all about Mils, Gen X or Gen Y? Think again. The Boomer Generation may be late to this party but will the shear numbers of the demographic influence SM? Des Walsh - Des Walsh dot Com, Barbara Rozgony -Wired PR Works and Carlos Hernandez - iRM Consulting, join Toby to talk about will the Woodstock generation be as open to naked conversations as they were to dancing in the rain sans clothes?

Liz Strauss, Successful Blog, and Nancy White, Full Circle, join Toby to explore if relationships built online are real or an illusion. If there is value in social communities then how do you build and nurture them?

"Savvy Auntie" Melanie Notkin, founder of the innovative community for aunts and Scott Monty, Global Digital Communications Ford Motor Company join Toby to discuss if social media content creators are the new Nascar drivers, what impact does accepting money or products impact social credibility and where does blogger relations and pay per click fit into the picture?

Beth Kanter, social media thought leader and founder of BethKanter.org, and Alex Brown, visionary of Alex Brown Racing, join Toby to explore how nonprofits are using social media to tell the stories of social causes. For nonprofit tips from Alex and Beth go to http://is.gd/mHVT