Lose the cyber-baggage

"8 Social Media Sins to Avoid"
In a nutshell it's worth the time to crack open: Good strategy results in viral, but viral is not a strategy • What someone says about you is more important than what you say about yourself • What's in it for the customer? • Money isn't the best social currency; relationships and knowledge are • PR is great for news and launches, but social media creates the ongoing and sustained interest between news and launches • Buying advertising space on social media sites doesn't return a quarter of the value you could be getting • Social media is a strategic amplifier for your campaign, not the entire campaign. The authors of this nourishing nutmeat are Chris Aarons and Geoff Nelson, cofounders of Ivy Worldwide, nee Buzz Corps.

http://www.imediaconnection.com/content/23906.asp