The ROI of social media is that your business will still exist in 5 years.

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

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

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.

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

Assume whatever you do, both offline and online, will be seen by your mother, dad, boss, coach, boyfriend, teacher… the world.

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.