1) Repeat 10x "‘Viral’ and ‘sharable’ are not the same (or interchangeable)".  Know when to use each one and what both mean.  

2) Twitter is not a popularity game.  If you think big numbers is the end-game you should not be playing. 

3) Social media can definitely mean sales but it’s not the only thing and if your client is a numbers wh0re - counsel them.   It's a marathon not a sprint.

4)  Facebook is, fundamentally,  a place for people who know each other – it's your job to know if this should/could/can include your brand/client.   

5) People are people.  Some are sheep, quite a lot in fact, if you don’t know who they are in your audience, find out.  Think about the audience's motivations for being there.

6)  The new content ecosystem is about earning trust to continue the dialogue not get in the door and push, push, push. What are you adding to the conversation? 

7) It’s not about seduction, it’s about connecting. BIG change. Create relationships, partnerships and loyalty.  Sorry to break it to you, this takes time.  Don’t build and leave… maintain. Customers don’t care where you want them to go.  Be useful.

8) ‘Digital PR’ doesn’t exist – you can create digital strategies but there is no separate discipline.  Digital is not a silo.  It's all PR.

9) Social media should never be treated as a last minute thing or used to save a campaign because it is not a silo.  Everything is connected – fix the holes in the bucket, don’t pour more water into the bucket.

10) There is no free lunch.  Stop looking just for big hits.  Light lots of small fires.  It's about groundswell effects.

@munkyfonkey / @themediaisdying / Kindred