1. Communication in the form of conversation, not monologue. This implies that social media must facilitate two-way discussion, discourse, and debate with little or no moderation or censorship. …

2. Participants in social media are people, not organizations. Third-person voice is discouraged and the source of ideas and participation is clearly identified and associated with the individuals that contributed them. Anonymity is also discouraged but permissible in some very limited situations.

3. Honesty and transparency are core values. Spin and attempting to control, manipulate, or even spam the conversation are thoroughly discouraged. …

4. It’s all about pull, not push. … In social media, people are in control of their conversations, not the pushers.

5. Distribution instead of centralization. … Social media is highly distributed and made up of tens of millions of voices making it far more textured, rich, and heterogeneous than old media could ever be (or want to be). Encouraging conversations on the vast edges of our networks, rather than in the middle, is what this point is all about.

Via socialmedia.biz