Seth Godin just wrote an insightful blog entry "Old Marketing with New Tools," which argues technology that is supposed to make communications with customers easier, often leads to more impersonal communications that drive customers away from us.
I think Seth is totally right on. In the public affairs world, our clients have been trying to speak directly with voters, constituents or community members for time immemorial. Social media technology has allowed us to do that better than ever. However, public affairs is often so concerned with scale (how many people can I reach) that we forget to keep our customers engaged (not always happy) through thoughtful and personalized communication. We miss opportunities to earn peoples' trust that way.
However, what social media technology does is allow us to connect directly and personally with our base. Instead of worrying about how many people I can connect to, let's focus on the quality of those communications. Yes, it may take more time to personally think about and respond to people's inquiries. But ultimately, this is how trust is built and value is realized with constituents.