I go to a lot of social media conferences and read a lot of social media advice and most of it is what I call 'unicorns and rainbows.' Stuff like 'engage in the conversation' or 'hug your followers.' It's good-sounding advice, and hard to disagree with – I'm not going to tell you to punch your customers in the face. The problem is that it's not based on anything more substantial than what 'feels right' typically. I like to get beyond the unicorns and rainbows into the real data, the real science of social media about why people behave the way they do online and how we as marketers can leverage that behavior to engineer contagious ideas.