Has there ever been a water cooler moment about people having a chat by the water cooler? Sorry if that’s a bit meta for this time of day. There’s a point hovering just out of sight, I’m almost sure of it.

(Moreover, do people really stand around the water cooler talking about the latest water cooler moment? Me, I’m not at the water cooler long enough to chat about celebrity cellulite or the latest televisual cliffhanger. Glass in place, press the button, fill her up, off I go. Maybe water cooler moments are just another whimsical invention of marketing people. Like the suggestion that any sane woman would feel genuinely humiliated if her whites where noticeably less white than someone else’s whites. Digression ends.)

Back to my original, head-spinning question. Social media is being touted as the latest must have for creating connections with potential consumers or employees.

But it’s essential to remember that social media is never where these relationships with brands start. If people are going to talk about you, you need to give them something to talk about.

Blazingly obvious when you spell it out. But it’s a fact that many seem to overlook in the rush to generate Twitter followers and Facebook fans.

Social media can’t create relationships where none exist; but, used smartly, it can strengthen those you’ve already developed.

It’s not where the buzz starts. It’s where it continues.