This video clearly demonstrates how social media marketing works.
It is a video from the Sasquatch music festival 2009. At the start of the video there is one lone dancer, over the course of time he is joined by a second and third, and when it becomes the accepted norm, they are joined by a rush of people. The lone dancer represents your voice (or your brands voice) inside of the community, you are brave, you are a leader. At first only a few people may be listening, but overtime, if your message resonates you will be rewarded with a rush of loyalists.
This comes courtesy of my friend Seth Godin who posted the video, with a different perspective of leadership on his blog this morning.