The easiest kind of complimentary online marketing is social media marketing. This has taken on increased significance in the wake of the Panda and Penguin upgrades to the Google search engine algorithm. Google now gives more weight to sites that have the most social approval signals, ranking them greater. Like Search Engine Optimization, social networks marketing can take a while to acquire traction due to the fact that it takes time to construct a following of social networks contacts, connect with them, bring them to your pages, then get them to provide you social approval signals.