Make every decision based on your last years of life instead of your next 10.

You can't put out projects that you don't use yourself.

Passion is contagioius.

Use every customer point of contact to weave stories about who you are and what your brand stands for.

I have no understanding as to why you wouldn't try to make what you're passionate about work for you.

You cannot underestimate people's ability to spot a soulless, bureaucratic tactic a million miles away. It's a big reason why so many companies that have dipped a toe in social media waters have failed miserably.

You can't just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language.