We live in an unparalleled age of social contact, where connections have become capital in their own right, and to build a brand--either personal or otherwise--requires the cultivation of those connections.
At the outset, this may not seem a terribly new insight. After all, brand building and business building have long relied on social relationships, though those were once built in coffee shops or on golf courses. And the element of change most strongly driving the commodification of contact? Social media.