It's about listening first, then selling.
At a minimum the majority of search dollars will flow to a social media model because people care most about what their peers think and the technology is there for that information to be quickly shared on products and services.
Folks want to be listened to, they want to be heard.
The power of social media is it forces necessary change.
History repeats itself because nobody listens the first time.
With the advent of radical and accessible technology, each one of us, for the first time in history, is creating an influential mark forever - we are all mini-digital celebrities and heroes to someone.