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

It had not yet been named Silicon Valley, but you had the defense industry, you had Hewlett-Packard. But you also had the counter-culture, the Bay Area. That entire brew came together in Steve Jobs.

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.

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.

Integrity is what you do behind closed doors or when you think nobody is watching. Integrity is the true essence of who you are, your beliefs and your values. Reputation is the public perception of who you are. It is how others view your integrity or strong moral principles.

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

The beauty of social media is that it will point out your company's flaws; the key questions is how quickly you address these flaws.