Last night I was blog-surfing and ran across a point I made on BMA last year:
“As you move down the long-tail, your marketing becomes less about the product, and more about the people.”
This is why social media fits The Long Tail so well, because it allows for more personalized communication. The megaphone blast of big media advertising doesn't reach The Long Tail very well, in fact it almost always turns them off. Because you are sending a broad-based message to a specific niche. It's totally irrelevant.
Social Media helps correct this problem, by letting specific people communicate with specific markets. It lets companies and customers find each other, and have a conversation. Remember, The Long Tail isn't about products, it's about people.
UPDATE: Jaffe adds his take on reaching The Long Tail. Tara posted last year that The Long Tail is Chunky.
The Viral Garden, Marketing, The Long Tail