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.

Folks want to be listened to, they want to be heard.

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.

Increasingly, consumers don't search for products and services. Rather, services come to their attention via social media.

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.

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.