Traditional marketing predominantly creates awareness for a brand.

The classic example are Superbowl ads that seek to create a memorable impression with which consumers will identify, and later remember when making buying decisions.

"Social marketing engages buyers at a deeper level -- creating alignment with the business, and then by association, with its products and services, " according to small business marketing expert, Jeff Korhan.

Traditional marketing focuses on products and services, whereas social marketing is first about the relationship with the business - and then its products and services.

"When marketing is personal, there is the potential for an emotional connection that transcends competition and pricing - and that leads to profitable outcomes," says Korhan.

Jeff Korhan the founder of three small businesses, a digital marketing expert, and the author of Built-In Social:  Essential Marketing Practices for Every Small Business (Wiley, April 15, 2013)