Worry more about being social, and worry less about doing social media

The goals of content are consumption, then behavior. The goals of social are participation, then behavior.

True advocacy is born from culture, not technology or marketing.

Build with advocacy, follow with influence. Your employees are your biggest brand advocates.

All companies would be better off if they stopped trying to be amazing and just focused on being useful.

If your competitors start copying you then you are doing something right!

Content is fire and social media is gasoline.