Such an interesting observation... in part because we see a lot of organizations trying to get into social marketing or social collaboration with technology alone too, in the misguided assumption that technology alone will allow them to build networked organizations. I have a post brewing about how increasingly used technology is for decision-making (a la Klout will tell me what I need to know) which exposes a profound lack of understanding of technology and a profound fear of taking responsibility via the use of human judgement. We want there to be easy answers and it just doesn't work that way in a complex environment.