Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.

The currency of universal values make brands innately sharable.

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

Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.

Non-profits must become deeply engaged in the ways that their donor communities are using social technology.

When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.