10. Great content is king.
9. Influencers determine brand sentiment in social media.
8. Digital conversation monitoring tells you what your brand audience is thinking.
7. Consumers know what they want.
6. Seeding drives virality.
5. All comments matter.
4. Digital social media = blogs.
3. P2P = file sharing technology.
2. Forums are democratic discussions.
1. Thought leaders lead thoughts.
10. Content is only the beginning. Social media is about interactivity and sharing, not your content.
9. Sentiment is guided by audience perceptions. Audience perceptions are driven by multiple factors, with influencers presenting as only one piece of a large pie. Influencers may help direct sentiment, but they do not determine it.
8. Digital conversation monitoring indicates what digital social media users are publishing in a public forum. Most conversations take place offline.
7. Nobody knew that they needed a Blackberry in 1975. MyStarbucksIdea is a great concept, but you cannot rely on the community to drive your innovation.
6. Communities drive virality.
5. Comments are read by far fewer people than the content itself and are therefor arguably less important. Additionally, many comments, particularly on YouTube, are uniformed, immature and irrelevant.
4. Digital social media is about far more than blogs. Digital social media includes - blogs, forums, email, chat, comments, views, pass alongs, linking, referring etc.
3. P2P is a mode of interactivity. All social media is P2P. Not all file sharing is P2P.
2. Most popular forums recognize leading contributors. Unknown and anonymous comments are often given far less consideration than Power User comments.
1. Thought leaders are people. Jim Cramer is a thought leader. He told us that the market wouldn't trash Bear Strearns, and the market didn't listen. Picasso was a thought leader, though not many were paying his thoughts any attention in his own time. Thought leaders are people leading people. People are flawed. Most of "the influenced" recognize that "the influencers" may be wrong, and in digital social media are often ready and willing to jump on "the influencer" in his/her own comments section when they disagree.