People in general are going to talk about your brand, and how they experience your products and services. Those conversations will be both positive and negative. If it's a good discussion, some tips that I would suggest are to be thankful and engage and recognize the consumers, and reach out and say what you think as well. It is someone giving you a high five, in a way, by using social media.

Two years ago, social media was all about "Wow, Facebook and Twitter - get on those!" Last year, what you would hear was, "Wow, I need to look at all this stuff, and there are tools I can use to analyze all of that material out there." A ton of vendors popped up and provided services in that space.

We look at social media as a system. From the business perspective, it is really the relationship between customers, and you can always get smarter about customer relationships. Social media creates a massive disruption in the world of customer relationships, and marketers need to pay heed.

Authenticity is a key part of social media marketing. Social media strips away a lot of the barriers that companies face due to the nature of media. The people are the new mass media; the gatekeepers are gone. If you are going to participate in conversations online, they are not going to happen on your own ground.

Consumers are actively discussing brands on social networks like Facebook, Twitter and LinkedIn. Four experts provide tips on moving corporate CRM initiatives to those social media sites as well

Mobile is exciting because it combines many of the models and methods of other channels with the ability to reach and engage consumers anywhere, anytime. Successfully measuring a campaign requires clear definition of goals and key performance indicators. Typical campaigns include database building via e-mail capture and more detailed form fills; sales via m-commerce and mobile coupon redemption; a direct action, such as click-to-call; viral distribution through send-to-friend; and local offer participation that drives walk-ins with maps, directions and coupons.

More and more, the universality and convenience of SMS is making it the channel of choice for measuring the success of all media, whether mobile or not. Notably, print, out-of-home and broadcast ads increasingly include a common short code and keyword call to action.

Savvy marketers are taking advantage of new mobile advertising platforms that combine opt-in programs with advanced mobile technologies to deliver unprecedented consumer intelligence and more precise campaign measurement. Mobile customers are opting in for ads on their phones and to access rewards, special offers and discounts.

In two decades as a marketer, I've seen many successful campaigns and many that fell short. One of the biggest frustrations is not knowing what worked and what didn't until it is too late. That is what makes mobile marketing so attractive: the ability to measure campaigns in real time and make course corrections on the fly.

As mobile marketing gains traction, marketers are looking for the best ways to measure the channel and use the data it provides to build relationships with customers. Four mobile industry experts provide their tips