Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

Accept that the moment you buy your latest iPad, iPhone, tablet, app or game it will be promptly followed by a vastly improved and sleeker looking version.

As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.

The currency of universal values make brands innately sharable.

The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.

Non-disclosure in the Internet Age is quickly perceived as a breach of trust. Government, corporations and each of us as individuals must recalibrate how we live and share our lives appropriate to the information now available and the expectations of others.

There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.