A little over 10 years ago, we were toasting social media as the great innovation that would enable CRM to traverse the mythical last mile between vendors and customers. Every analyst had something positive to say about social and its future role in CRM. I wrote a paper in 2004 forecasting that social networking and analytics would be tightly interwoven into the fabric of the vendor-customer relationship. Paul Greenberg invented a cottage industry on social, and others followed. A lot of things had to go right to achieve the social CRM vision.