We'll continue to see more and more brands integrate social causes, charitable components and environmental issues as underlying themes to their campaigns and messaging. Humans connect with humans after all, and brands are using this as a point of connection to engage with their audience, especially charity-minded Generation Y.

Social media provides an avenue to build relationships with media outlets and have an ongoing relationship with reporters.

Universities want to recruit the students that they believe will best represent the university while in school and beyond. Students with a robust social media presence and clearly defined personal brand stand to become only more influential.

Social media is the ultimate equalizer. It gives a voice and a platform to anyone willing to engage.

There are many benefits to a sports entity breaking news directly to their recipients: the entity has full control over the message and how it is shared versus previously relying on a media outlets to translate or distribute as they choose. Also, there's no quicker place for valuable information to spread than Twitter.

By providing memorable social media customer service, companies not only create deeper connections with consumers, but they glean valuable insights on how to improve their products or services.

Bridging the virtual world with the physical word is really when social media channels come to life and the magic happens. Because whoever coined the term 'social media' didn't do us any favors. It's not really media. It's more like the telephone, less like the TV.