The “humanization” of business relationships online has been created. Social media requires that business leaders start thinking like small-town shop owners. In essence you’re going to have to allow your personality, heart, and soul run all levels of your business, just like you would if you owned a small town grocery store for instance. You also have to do your best to shape the word of mouth that circulates by treating each customer as though he or she were the most important customer in the world. You’ll need to relearn and employ the ethics and skills our great-grandparents’ generation took for granted and that many put into building their own businesses. Heck its the basic principle of any business that many people forgot as we become more “modernized” and more civilized. Many people think that throwing money at the latest technology will fix all of that…but how sofisticated you are has nothing to do with your human touch. I think that the more technology we introduce into society, the more people will aggregate, will want to be with other people… That is, every step we make into the tech realm will be counterbalanced with desire for greater quality in relationships. Social media is proof of this.