During an interview the singer Bjork was asked about electronic music and whether it is as rich...she answered
"If there isn't soul in the computer YOU didn't put it there...you can't blame the computer"
Too often the emphasis is on the MEdia!
Social is all down to you...the tools are there to help - connect, allow you to share easily, allow you to collaborate....but the social is the element that only the person can add. I would further argue that social is not created by your fingers typing...
Social is created by adding a little thinking to a whole lot of heart, with an aim other than creating value for others.