There's a lot of fear-mongering about "losing control" of your brand online, when, in fact, you've got control over as much as you always have: how you present your business and how you act.

Make your marketing so useful people would pay you for it.

Focus On How To Be Social, Not On How To Do Social.

You have to understand not just what your customers need, but how and where they prefer to access information.

The more you know about your customers, the more you can provide to them information that is increasingly useful, relevant, and persuasive.

The goal of social media is to turn customers into a volunteer marketing army

Everything ultimately comes down to trust.