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

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.

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.

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

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.

It's about listening first, then selling.

With the advent of radical and accessible technology, each one of us, for the first time in history, is creating an influential mark forever - we are all mini-digital celebrities and heroes to someone.