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Social media is not about the exploitation of technology but service to community.

Increasingly, consumers don't search for products and services. Rather, services come to their attention via social media.

Twitter is definitely not the place to handle business per se.

Social media can be a powerful tool to listen to, engage with and gain access to customers that you would otherwise not be able to connect with.

I don't do social media.

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.

Like all technology, social media is neutral but is best put to work in the service of building a better world.

Not using social media in the workplace, in fact, is starting to make about as much sense as not using the phone or email.

Social media requires that business leaders start thinking like small-town shop owners. This means taking the long view and avoiding short-term benchmarks to gauge progress. It means allowing the personality, heart and soul of the people who run all levels of the business to show.

Personally, I'd love to see more social media firms develop business models that aren't reliant on advertising. If you're a social media firm selling ads, your goal is to get people to interrupt what they're doing all day long so they come and stare at your service as much as possible.