Social Media is about people, about your audience; Social Media is not about buzz words. Action speaks louder in Social Media. So it is not about your number of followers on Twitter or number of Likes on your Facebook page; it is about showing your brand's human side and let your customers know that you care about them.
This week Wayne Rooney received a slap on the wrists from the Advertising Standards Authority for passing off a blatant advertisement for Nike as a personal tweet. It's the latest in a long line of examples of major companies getting it wrong - and getting caught out - when it comes to 'hidden' marketing on social networks.