What you are talking about is a cultural change that I fear many businesses (especially those long established or located in more provincial areas) are not ready for.

I come across the resistance to using "social" in a business context in my own classroom where my students are very familiar with social media. Culturally, they draw the line between "social" and "commercial" not understanding that the line is artificial.

So perhaps the term "social" as Michael Cook points out, is loaded with preconceptions and there needs to be new language to express the ideas (as you point out, there is the human connection). As I read through your post the term "relational" came to mind.