We believe that:

• The best communications always starts with listening
• Social media channels are a part of the communications mix. They’re not the be-all and end-all
• The marketing funnel model is toast
• Your audience’s interest has to be earned. It can no longer be bought
• Discussions about whether ‘advertising’ or ‘PR’ agencies are ‘better’ at social are pointless
• People like people who like what they like
• Anyone who calls themselves a ‘social media guru’ probably isn’t
• Google and Bing’s spiders are one of every organisation’s most important stakeholders
• We’re moving into a corporate era of radical transparency
• Personal data is more valuable than most people think
• Social media should have an even bigger impact within organisations as outside of them
• Your employees should be your biggest advocates
• One-dimensional scores of ‘influence’ are shallow, almost to the point of pointlessness
• People inherently trust complete strangers who buy similar things to them
• Truly integrating communications across and within organisations is never easy
• Noise does not equal influence
• ROI can never truly be judged by numbers alone
• Bill and Ted got it spot on:  ”Be excellent to eachother” is a most excellent motto