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Great post Andrew and couldn't agree more. In fact, a colleague and I just published a book called "Recommend This! Delivering Digital Experiences that People Want to Share" (Wiley) about exactly this: that all business comes down to relationships and that relationships, more than anything, define us as human beings. Social media, like other digital channels, enables organizations to form lots of relationships at scale but only if they understand how to translate the way we form relationships in the real world to their digital equivalents. Would love to get your take on the book. Happy to provide you a copy. Just reach out to me at jnthibeault at gmail dot com.