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" ... A lot of companies are stuck in the trap of thinking it is. The very term social implies a move back to human level interaction. In fact it can mean designing processes that raise the level of intimacy between the company and the customer but that doesn't have to be face to face and most often is not. Think Amazon. In retail ffor example, social is finding ways of knowing your best customers the minute they walk into your territory, rather than at the till, and giving them all the tools it takes to get the most out of their visit. That might not mean face-to-face contact. It does mean enabling them to use social tools, for example to do price comparison. ... "