From wsj.com

“Today’s consumer marketplace is highly social, but not because of particular platforms or technologies. The businesses that will be the most successful in the future are the ones that embrace a model that puts people—rather than technology—at the center of products, campaigns and market strategies. Those who achieve the greatest success will recognize that there are many ways to tap the power of today’s social consumer.”

Social networking has always been an important part of marketing. As you put more energy into online media, don’t forget that personal relationships are still at the heart of good business. The more you can listen to your customers and interact with them one-on-one, or face-to-face, the stronger the relationship will be. Technology only helps you get there. It is not an end in itself.