Whenever I talk about CRM to people who aren't CRM experts, I find the discussion devolving into an examination of the real common denominator in all of this: the human aspects of doing business. The "R" of relationships resonates far more strongly with people than the "M" in management, and for good reason. It's a similar thing for social CRM. When I talk to my peers, the conversations are often tactical -- how do we use social to find leads? To provide service? To build information for sales?