Daniel Goleman, famous for his concept of Emotional Intelligence, has a new book called Social Intelligence:  The Science of Human Relationships.  Goleman makes a persuasive case that our brains are naturally inclined towards empathy, cooperation, and altruism.   The emotional state of one person directly affects the people with whom they relate.  In effect, "we are wired to connect." 

Goleman's research may explain why, with the maturing of the Internet into Web 2.0, media that support collaboration and connection continue to explode.  Witness the growth of MySpace, YouTube, blogs and wikis.  People are less interested in passively consuming information as individuals.  They want to be engaged, to connect with others, to help create their own experience.  The same holds true for a business audience.  B2B marketing has always been about relationships, networking and word-of-mouth.   

Some say that business isn't personal.  Maybe that's true.  But if it isn't personal, it is certainly social.