1. Won't be simply to focus on outbound messaging but to consult with sales, customer service, and human resources on how the brand must be communicated in every consumer interaction, every tweet, and every touchpoint
2. Won't be merely to imagine creative messages but to fashion programs that are seamless with the actual product and service experience
3. Won't be to plan bursts of communication on a yearlong calendar but to respond to and be part of the ever-changing dialog with consumers
4. Won't be to count friends, page visits, eyeballs, readers, or viewers but to measure changes in consumer attitude and intent
5. Won't be merely to talk at consumers but to listen and engage one to one
6. Won't be to build campaigns but relationships
7. Won't be to create impressions but experiences
8. Won't be buy media but to earn it

Source here.