Social media is not technology

Solis writes "technology is just that: technology.  Social media is about people and how we can approach them as informed and helpful peers" (Putting the public back in public relations, p. 154). Business people forget that social media is changing PR "from pitching to personalized and genuine engagement." 90% of social media is people and 10% technology.  Yet, businesses will invest 90% in technology and 10% toward engaging with people. Then, they wonder why their use of social media doesn't work.