Why Before How, by Jay Baer, convinceandconvert.com

• "Twitter is not a strategy" : meaning that you shouldn't count on Twitter (or any type of social media) to be your end-all for leads. Your strategy shouldn't be social media, it should be what you are doing on social media. He also said "Social media isn't a conversation, it's where the conversation takes place."
  
• The timeline for customer retention: Awareness to Sales to Strategy
• And, my favorite point: "Passion is the gasoline of social media."

Let's Talk: The Art of Conversations and Marketing Through Them, by Jason Falls, socialmediaexplorer.com

• People are running from an average of 13,000 marketing messages a day- they want a conversation, not marketing ads pushing into their faces
• You need to build trust- focus on engagement, provide value, and be transparent, honest, and fair
• How can you build trust? Purposefully avoid pitching; illustrate expertise, not catalog; and overshare that of others (even your competitors, if they have something good to say!)

KEYNOTE: Zombie Fighting: Handling the Social Media Questions That Just Won't Die, by Amber Naslund of Radian6

These were phrases, myths, or ideas that get kicked around a lot that need to "go away", according to Amber.

• "We need a case study" - We've got to let go of the notion that we need a map.
  
• "We must know ROI" - This is good for only looking at social media from a sales perspective
  
• "Social media doesn't work for B2B" - False- B2B is often about educating and has a more targeted audience
  
• "What do we measure? Who owns it? Which Tools?" - Stop looking for a static constant- it all depends.
  
• "How do I get more fans/followers/subscribers?" - That is not what matters. What matters is what you are going to do with them once you have them.
  
• "What if they say bad things?" - Social media did not invent criticism. Put together a crisis plan.
  
• "How do I convince management?" - A company must be ready to embrace social media- you can't force it on anyone.

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