We don't have a choice on whether we DO social media, the question is how well we do it.

It's about listening first, then selling.

Social media has made the web all about me, me, me.

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.

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.

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.