Social media: R u connecting to your product or to the people

http://www.marketingtechblog.com/facebook-product/

this article is about making people the product instead of the product itself, centralizing your social media around the people who uses your product, instead of the product. which is also right, because social media is about communicating to people, social media is not like direct advertising, shoving a product catalogue down your throat in "punch lines" format.