If anything, the truth is that the principles of Social Media are no different than the principles of Social Interaction we’ve follow for the past Century.

The one principle that is becoming ever-present in today's society is that of transparency and lack of control of the message. Consumers and employees are now (able to) demanding transparency and the message is being written by those outside the walls of the staid corporations.

Those companies that choose to cling to the vain attempt to control the message will fail. Managing and massaging the message and embracing the messengers – whether they are inside or outside the corporate structure