Facebook celebrated their 10th anniversary this week. Just imagine, if you could, a typical day in our lives before facebook, twitter, LinkedIn and similar social media. Social almost meant something completely different. All the connections we made, occurred across our traditional channels—web, email, phone, and face-to-face. This actually not only affected the pace with which we could discover, establish and engage in new connections but also severely limited the opportunity for customers to engage, influence, and advocate around brands.