What is the Social Customer?

I found the below a really insightful presentation on the social customer. The social customer is not social media but rather understanding customers as social beings.

This presentation may help you to understand how younger generations network and interact.

[mobileYouth] What is The Social Customer? from Graham Brown (mobileYouth)

Insightful stuff and a great presentation, the word social media is becoming immensely over used and the true nature of being connected online all the time means that offline interaction is sparse and this is the most important element.