Keeping the Social in Social Media

When using Twitter and Facebook as marketing tools, is having any army of followers/friends the most effective strategy?  Two recent articles offer interesting insight into that question.

As reported by TimesOnline journalist Chris Gourlay:

Robin Dunbar, professor of Evolutionary Anthropology at Oxford University, has conducted research revealing that while social networking sites allow us to maintain more relationships, the number of meaningful friendships is the same as it has been throughout history.(See:   OMG: brains can’t handle all our Facebook friends - Times Online)

Add to the mix this from Wired columnist Clive Thompson:

When you go from having a few hundred Twitter followers to ten thousand, something unexpected happens: Social networking starts to break down.

(See: In Praise of Online Obscurity)

The operative word in the phrases "Social Media," "Social Networking," and "Social Computing" is -- three guesses... -- "Social." Dictionary.com defines "social" as:

1. pertaining to, devoted to, or characterized by friendly companionship or relations: a social club.
2. seeking or enjoying the companionship of others; friendly; sociable; gregarious.

The effective use of social media is all about sustainable connection, about participating in conversations with individuals, as opposed to making speeches to crowds. That seems to be a difficult transition for many marketers.