Authenticity and Transparency Are Social Networking Cornerstones

The words "authenticity" and "transparency" may seem trite, but I believe they remain the cornerstones of this new media-marketing paradigm. Be real. Be open. Be honest. Admit mistakes when you make them.

Content Is Still King, but Conversation Is Queen (and Conversion Is the Prince)

Nothing beats well-written, informative, entertaining content in all its forms: blog posts, tweets, videos, podcasts, images, webinars, or whitepapers. Place yourself in a position of being a knowledgeable expert (assuming you are, of course). Community is the context.

Moreover, keep content and commerce separate. Never the twain shall meet is a good rule of thumb. Editorial and advertorial content should be distant kin, if related at all.