Does anyone else lament the commoditization of “friend” amid our socially connected, digital lives? I can like you on Facebook, follow you on Twitter, subscribe to your e-mail program and join your community.
But that doesn’t mean I want a relationship.
And that is a problem for marketing and sales people. There are lots of ways for people to connect with brands, but there are not many actual connections. Consider these stats from a national e-commerce retailer with a social forum on its website: