I like social media. I often advise clients to strategically employ social media. I use some personally. But there is a major downside. Like Doonesbury illustrates, it takes a lot of work to curate our "personal brand" on social media. (click here for a better view of the comic strip):

Social media is great to connect us with people and things we care about. But the "opportunities" to stay connected through social media can cost us staying connected with the people around us. We stray away from old fashioned "analog" social media, like talking or hugging or just being present with another person. As good as Facebook is, and Twitter is, and gosh darn Andy of Mayberry, even as good as this blog is, real life relationships come first. So there you have it. Gotta go... need to check status updates from my Facebook friends (just kidding!).

The greatest human lessons are found in the power of presence, says Rabbi David Wolpe of Temple Sinai in LA.

In this case, he's referring to being humanly "present" with other people vs. being technologically present. I think the idea of real presence applies to effective marketing too. How does Facebook and Twitter and even blogging (like this!) affect our presence? In my opinion, these pervasive technologies are great for (re)connecting and sharing information. Which is important for effective marketing. But in no way do they replace being personally present with someone. Because there's something magical about real presence with another person that I believe technology will never supplant. Good marketers know that deep inside we will all want human connection.