It's OK to jump in to social media marketing frenzy or attend a search engine marketing seminar but without knowing the principles behind it, you'll find your self lost when these technology giants change everything you've learned.

This is the summary of my one-hour speech during the Philippine Internet Congress and Expo on Saturday at SM Megatrade Hall. The event is produced and organized by Powermax Consulting Group, which I happened to be a consultant for the event. I know how challenging this major event is for Rene Espinosa, Powermax president (a good friend of mine) but I also know how rewarding it is for him and his team later.

More than anything, I guess the most basic and valid question is "How do you survive in this always-changing Internet marketing landscape?"

My simple answer to that is, you must understand the governing principles of Internet marketing more than the techniques and tools presented to you at the moment. Here's why: because in this Internet age, principles are more powerful than the tools.

Tools, as we know now, can change in any minute. But the principles stay longer. They are the basis of launching newer and more innovative tools.

I'd like to briefly take the case of Google, when it rolled our Panda in February last year. I'm sure most of Internet marketers today or social media managers may know little or nothing about Panda but it's interesting to note that it somehow changed the old Google algorithm as far as web page ranking is concerned.

When Google finished Panda's rolled out, "inactive websites" lost its golden rankings. By "inactive" it means those web pages which are not "shareable" or in other words those web page which are therefore not "credible."

Panda determines whether your website is credible by measuring the number of times it is shared through social media (especially using its own Google Plus One). How does Google do that? Well, I'll share that in my one-hour speech during the seminar.

When you know little about search engine marketing and the principles by which website authority is measured, compared, and graded by search engines like Google, Yahoo, and Bing, then you'll find your self in a difficult situation. Therefore, on Saturday, March 10, I'll tell you exactly the principles behind Search Engine Ranking.

If you are interested about this, please let me know. Text me 09277562777 and let's meet on Saturday at SM Megatrade Hall.

Now, secondly, if you are a "social media manager" which means that you manage social media of a particular brand or company, then posting updates and promotions are not enough. You can't survive by trying to kill and shy away your followers by consistently hard-selling to them. Facebook and other social media networks are not advertising tools. They are put up to give people a personal social experience. Every advertisement in your Wall (even you you tell me it's yours and I've nothing to do with it) gives your more bad impression than good.

Tagging someone for a particular advertising or promotion image is irritating. Therefore, you don't do it.

So, how do you go about managing your social media effectively? I will speak about that as well. Let me know if you are coming to my learning session.

During my seminar, I will also speak about some hard facts about Internet marketing. I might also give my predictions for this year, 2012. There will be a lot of things to happen and I can only encourage every marketers online to make sure they understand the principles behind every tool that they use including Facebook (which recently rolled out Timeline for Brand Pages). This changed the game again. How do you maximize Timeline for your brand? What do you do with your just-obsolete Facebook application or applications?

You can ask me as many questions as my speaking time will allow.

So, I'll see you on Saturday. I'd like to thank Powermax for giving me an opportunity to contribute to the Philippine Internet Congress and Expo. This is indeed another great experience for me and my Internet marketing consultancy brand, Gravity.

The Philippine Internet Congress and Expo also features exhibits, not only seminars. Please feel free to go around and explore the latest technologies in the market.