Social media doesn't begin and end with Facebook and Twitter. It starts with an interesting story. Every person, every business, every brand has a story to tell. They may be told in wall postings and tweets, but the real story exists in a restaurant's food or an insurance company's customer service. Today's consumers are savvy. People know when they're being sold to, so we can never try to convince them of something that doesn't live in truth. We earn their attention by saying something relevant and informative. We aspire to be an invited guest into their individual worlds. Through social media, we connect with people because we tell compelling stories. And we all have something to say.