History repeats itself because nobody listens the first time.

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.

You're talking about a younger generation, Generation Y, whose interpersonal communication skills are different from Generation X. The younger generation is more comfortable saying something through a digital mechanism than even face to face.

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.

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.

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

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