I have had a couple of really interesting conversations recently with people in big corporations who are beginning to realise that social media isn't the sort of thing you can just hand over to agencies. You have to get hands on and have real connections between real people.
As a compete naif in terms of the marketing "industry" it has always fascinated me the way you used to be able to delegate your whole connection with your customers to others. If you combine "hands free" marketing with the fact that the most direct contact companies have with customers is an outsourced call centre you begin to realise just how tenuous the connection between companies and the people they take money from is.
Hopefully this is slowly beginning to change.