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

History repeats itself because nobody listens the first time.

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.

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.

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.

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.

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