It's very logical: There is proven ROI in doing whatever you can to turn your customers into advocates for your brand or business. The way to create advocates is to offer superior customer service.

Content is king, but context is God.

The problem is, we’re all using social networks as distribution instead of native platforms to actually tell stories.

I've always had a knack for branding, so even with the lemonade stands, it was "Gary's Lemonade Stand." I worked on the signs all day, more so than on the lemonade itself. Then I learned you had to make good lemonade to build an actual business, so that taught me about lifetime value and quality.

Be reactionary. React to what the market wants. And the market wants one-on-one real time engagement. Now that we have the tools to engage, I'm going to continue fighting for the end user.

Too many companies think they want to do a video blog to sell merchandise, but if you turn your site into QVC, you lose. I have an audience that trusts me. It's about building a global brand - not selling four more bottles of Pinot Grigio.

Pour your heart and soul into your business. People will notice.