For brands, online social networks are far from the Holy Grail of marketing. The research is clear that for brands that want to be social and generate conversation, a more powerful force is real world, face-to-face conversation.

Yes yes yes!! In all the hype about social networks, engagement, and customer loyalty it is easy to forget that in the relationship economy, relationship marketing, and for a return on relationship, face-to-face marketing rules.

Oh, just tell your stories digitally, on-line, in your social network or blog. Yes -- all of that is good. But as the author says, "Today’s consumer marketplace is highly social, but not because of particular platforms or technologies. The businesses that will be the most successful in the future are the ones that embrace a model that puts people– rather than technology – at the center of products, campaigns and market strategies."

Research shows that 90% of word-of-mouth conversations about brands take place offline and ar primarily face-to-face. Whoah!! As the author suggests, "start a story that consumers will want to talk about. What are the messages about your brand and category that make you talkworthy?"

There are many great insights in this article that I know you'll enjoy. Happy reading!