Today, I visited a petrol station to put fuel into my somewhat thirsty car.  It was the Sommerville station here in Auckland, New Zealand.  I did the normal thing and filled up my tank and went to pay for the fuel before leaving.  I was wearing a polo shirt with the slogan "Get Social. Do Business" printed on it.

The service station attendant read the slogan aloud and smiled.  He looked at me and said "You can't do business if you're not social".  I doubt that this chap had a lot of understanding of social media and the implications for a social business, but he obviously understood his customers and the need to be social.

With all this talk of "social", we must never make it about the technology.  "Social" is about the people.  The fact is that people are social and people do business with people they like.