Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.

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.

Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.

Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.

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.

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.

To effectively leverage the social graph, every company needs to understand that they need to make their information easily transferable.