I've seen a lot of posts recently about social selling and how fantastic it can be - with some good stats in this article from HBR for example. But is it something that your firm does in isolation?  I doubt it, and I believe it should be integrated into a wider strategy, in the same way as any other medium.  

Is it a useful tool to reach prospects? Yes. Is it increasingly important in your communication mix? Probably. But is it a silver bullet that means you don't ever have to lift the phone again? No.  

Don't forget that sometimes it's still that personal connection that pushes the deal over the line.