I read an awesome line in Chris Brogan and Julien Smith's book - The Impact Equation yesterday.

I paraphrase, but it was something like 'Social media isn't a technology platform, it's a sociology and psychology platform'.

I was like, 'YES LADS!'

This is exactly how I see it... Only I don't word it quite so well.

People have a tendency to obsess over numbers. They're solid, they're reliable... But often, they're irrelevant.

Now don't get me wrong, followers, retweets, likes and shares all matter... They're just not the be-all and end-all.

The important thing to remember about social media is that at its core, it is a dialogue between humans.

Some people feel like they're sending tweets and posts blindly into the abyss... And this is clear to the user who receives the message.

They feel like they are part of an audience, rather than a conversation.

You actually feel it when a tweet or message is personalised for you.

When someone directly engages with your content, retweets you or tells somebody about you... It takes conscious effort, and that has VALUE.

This is what social media is about.

It's a doorway to an almost infinite number of conversations where you can speak to REAL PEOPLE (near enough) anywhere in the world.

Make it feel like it's one-on-one, not as if you are speaking to a crowded room.

Do this one tweet at a time, one conversation at a time and one human at a time.