Jonathon D. Colman, The Nature Conservancy

The rise of "web 2.0" has forever changed the game of online marketing. Sure, with enough time and money on your side, you could always draw customers to your site with impersonal ads, affiliate promotions, and expensive broadcast media. But if you're like me (and I am) then you're not made of money and your budget doesn't have room for surprises.

With social media, you can take direct, personal action to find new niches and leads within the most popular, dynamic sites on the web. The services are all free, getting set up is easy, and -- as you'll see -- your results are completely measurable.

Oh, and the people will come -- so many, in fact, that you might just crash your web site with all of the attention you receive. So while your IT staff may not be so happy with you, your ED will be quite pleased.