We are guilty. I catch myself often fully engaged in a conversation about business, sports, life, etc. I resemble all the gestures that come with lively conversations – talking with my hands, laughing, usually over a meal with business partners, family, and friends. Being present and fully engaged is liberating when it actually takes place. More often than not the fully engaged version of myself is often distracted by text messages and social alerts on my phone.

It is no secret that everything on the Internet revolves upon all things social. For many organizations social mediums are primary marketing venues used to engage new and loyal audiences. Everyday those involved in social networks are given the power to voice opinions, judge content, and participate in multiple conversations centered upon a variety of topics. In a society where commerce is dependent on the Internet it is easy to ignore the consequences of a culture infatuated with the intangible.

At what point do we realize technology does not enhance real life? Quirky 140-character blurbs and frequent status updates to those I haven’t “actually” talked to in years does nothing for my daily life. Social networks should not exist for marketing ploys. I am reminded that great social media tactics are not a substitute for raw influence.

Influence comes often by responding to awkward moments. Looking people in the eye and telling them they matter is serious business. Social media may give everyone a megaphone but just because someone is loud doesn’t make them worth listening too. I agree with Gladwell. May we be reminded that influence through social media doesn’t begin with the intangible. In contrast, influence is harnessed by activists willing to give their time to the issues at hand.

In April 2011, some good friends of mine used social media as a tool to harness resources for those in need after a tornado outbreak occurred in the Southeast United States. From chainsaws to donations these two men worked long days and nights to organize and spur a sense of peace in their community. They cut countless trees to clear roads and spurred more donations than anyone I know. They made things happen and that’s way more then the person clicking “Like” and “Retweet” ever did.

When the tangible is substituted for the intangible – we’ve failed.