When I hear people debate the ROI of social media? It makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint. They're not worried about lifetime value and retention. They're worried about short-term goals.

Think of social media as the Internet. I can't think of anyone betting against the Internet in 2012.

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.

99.5 percent of the people that walk around and say they are a social media expert or guru are clowns. We are going to live through a devastating social media bubble.

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.

Social media has made the web all about me, me, me.