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Pepsi and Coke are among a multitude of companies buying into social media's ability to strengthen their brands. Consumers are 55% more likely to recall ads that include social-media components than non-social ads, according to a 2011 Nielsen survey.

SceneTap is a maker of cameras that pick up on facial characteristics to determine a person's approximate age and gender. The company works with venues to install these cameras and track customers. It also makes web and mobile applications that allow random observers to find out, in real-time, the male-to-female ratio, crowd size, and average age of a bar's patrons. And no one goes unnoticed. "We represent EVERYONE in the venue," SceneTap proudly proclaims on its website.

I was talking with industry peer Michael Brito (former Intel and now at Edelman) about the maturity of the space at Cisco's social media week yesterday, and we both agree this space is just heating up.

"What works for one business might not work for another, and Facebook, Google Plus, and Twitter each have their pros and cons. As a result, many businesses create pages on all three sites, thinking that "more is better". However, I don't think that's always advisable, especially for small businesses. This is primarily because many businesses tend to create and then abandon their social media profiles."

"After the social networking sand settled with Facebook on top over the last half decade, the social behemoth seemed untouchable. Twitter, far behind in second place, wasn't a direct competitor for a while, since it focused on public conversation and Facebook mostly targeted private, friends-only conversations. Google+ entered the picture and managed to shake things up a bit, making both networks question their own identities, adding new features left and right to try to be everything to everyone. Here we are, at the Social Network Identity Crisis of 2012, and it isn't pretty."

In order to track what is being pinned from your site, and to engage with those pins further, try funneling that Pinterest content into a handy RSS feed.

"Matthew Brink, Career Services Center director, said he stresses to students the importance of networking with professionals and potential employers before they graduate. "Stick to a very steady dose of networking," Brink said. "Get in touch with a very high quality contact who can open doors and can introduce you to other folks and their network that can lead you to opportunities.""

Unfortunately, this advice comes in as students are actually graduating...

As individuals and brands, the best we can hope for is to be authentic personas, an ideal that we display for the world to see.  It's not necessarily true.  It's certainly not accurate.  But I believe it as close to "authentic" as we can hope for. Be yourself. Only a little better. Be who you promise to be to your tribe, not necessarily who you are.

"Just as certain types of Facebook posts spark a higher number of comments, likes and shares, certain types of blog content inherently drive more engagement. As you brainstorm and write blog posts, try incorporating a mix of the following content types into your editorial strategy. Then take note about what your audience responds to and tailor your posts accordingly."

Remind yourself that social media is a means to an end--not an end in and of itself.

In social media, sharing means reposting the content of others (always with a clear link back to them!) or recommending others to your followers. It's no secret that one of the keys to success in building a good following on social media is good sharing skills.

"London Fashion Week kicked off Friday - and fortunately for those of us outside the ropes at Somerset House, brands and media are making the week more accessible than ever before."

If you've passed through Waterloo station today, the likelihood is that you've already spotted the giant M&S Valentine's Day billboard. Hopefully, you will have experienced Katya - the model on the billboard - come to life by downloading a Smartphone app called 'Aurasma Lite', and received a little extra Valentine's Day inspiration whilst making your commute!

"So what does matter? What should you be measuring? How do you establish influence without focusing on the influence numbers? Ask yourself this one question… "Are you relevant to your audience?""

"Social media can be a great way of increasing brand awareness, customer engagement and long term loyalty and generating a short term boost in sales, but it's also a potential minefield and in the worst case, a bottomless pit into which you endlessly shovel money with nothing much to show for it."

"Levi Strauss's partnership with Facebook has translated into brand value. Over the past Thanksgiving holiday weekend, more than half of all visitor traffic to levi.com came from the company's Facebook page, which now gets more than 1 million visits every month. Today, it has more than 6.2 million "Likes" or followers on its Facebook page, Peck says, adding: "We understand the power and influence that friends and family can have." "

"When you're new to someone's home, you conduct yourself in a respectable manner. If you see that people take their shoes off before going upstairs, you ask if you should take your shoes off (at least I do). You basically conduct yourself in a way that's respectful of the other person's space."

"Before preparing to tackle the wide array of topics, questions and issues that your customers will pose, it's important for the social media team to understand the different types of complaints and work out how to respond to each."

Social media efforts are in full swing, too-they have been for the past month.  But is all the chatter effective? Does it matter how many people you reach if you don't reach the right people?