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.

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.

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.

It's about listening first, then selling.

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

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