I received an interesting message the other day - one that made me realize that as booming as the online world is and as quickly as social media marketing tactics are catching on, there is a vast majority who still don't understand it.

A friend of mine decided to follow me on Twitter, and soon thereafter I had a message in my Facebook inbox:

"Hey Stockett. I have recently become aware that you are a Twitter expert. We are running into a few questions involving Twitter and its usefulness for generating revenue. It works for some people, apparently. Just wondering if you've got proven ways to monetize twitter."

Now , I'm fully aware at the end of the day, everyone's goal is to move product, increase sales, etc. But the big-and exciting-difference between what happens in the engaging world of Twitter and what consumers do with a stagnant advertisement is just that-it's engaging. It drives relationships. It adds personality to a brand that you can't get from a TV commercial or a magazine ad.

Since May 2008, the Twittersphere has grown over 2,000%--significantly more than any other online medium. And while we are now able to calculate the value of a recommendation (or a detraction) and the reach your brand has on Twitter and beyond, it's hard to cost out the value of being interesting...engaging...honest. I might even go so far as to say...it's priceless.

Companies, brands and executives that can truly "master" social media (something everyone strives for) and all it entails-from Facebook fan pages to their Twitter updates-will see that success spills over as loyal consumers become brand advocates and activists, taking their love and support for a brand to a whole new level.

Check out some great links on people "getting it right:"

5 Habits of Successful Executives on Twitter
40 of the Best Brand on Twitter and the People Behind Them
Finding the Right Brand Voice on Twitter