Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics.

Pushing a company agenda on social media is like throwing water balloons at a porcupine.

Consumers are taking ownership of brands, and their referral power is priceless.

The beauty of social media is that it will point out your company's flaws; the key questions is how quickly you address these flaws.

One thing we seem to be missing is that just as we no longer search for the news, the news finds us today (e.g. this article found me) we will no longer search for products and services, rather we will look to our social graph to what products and services they like and don't like.

As social media is less about technology and more about relationship building, we are starting to see more women have a heavy influence if not dominant role in the social media space. It's no wonder that Facebook is being run in part by chief operating officer Sheryl Sandberg.

That's the power behind a tool like Facebook Connect. It is making a Web without walls. Facebook allows you to go to other sites to comment, rate, etc., without having to set up a new profile for that site.