For big companies, technology and social media provides an amazing opportunity to act like a mom and pop.
For example, I once personally delivered a note to an executive at a major corporation in Rochester and received an email back by the time I returned home.
And last week I email a question to a billionaire entrepreneur and had my answer in my inbox less than 24 hours later.
The lesson: social media tools do not make you engaging. It's the people behind the keyboard.