Fabled Vegas lounge-singer Sir Wayne Newton famously said that an object at rest will remain at rest. That’s why we refuse to let our campaigns be lazy. We send them out into the world in a flurry of social activity that only begins with Facebook and Twitter. And where, then, does it end up? It ends up in linkbacks to your site and higher search engine rankings through improved search-engine optimization. It ends in qualified leads for your product. Although, as Newton also reminds us, an object in motion tends to stay in motion. Maybe it doesn’t end at all.