With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues.

It's about listening first, then selling.

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.

25 percent of search results for the world's top 20 largest brands are links to user-generated content. 34 percent of bloggers post opinions about products and brands.

The power of social media is it forces necessary change.

With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues.