So while it's welcome that marketers are beginning to promote the hubs they rent in all of the relevant communities, few are really optimizing them into true relationship builders. Most are devoid of humans - e.g. employees - and many look like faceless companies that are trying to check off boxes or slap shiny logos on their site.

In some ways, it makes sense to me that marketers are emphasizing their spaces where people are spending time and where they can be easily found. However, at the same time, with so few understanding what it takes - people - to really build credible relationships, I wonder how long this trend might last and if a backlash is the works.

If customers come to Facebook and Twitter will humans be there to engage and listen or will a bot simply broadcast messages?

Will be interesting to see the varying degrees of success based upon the resources allocated (time and staff) to social network hubs.