Perhaps. But I have to tell you, in marketing circles right now, social media marketing strategies are where an increasing number of businesses are putting significant dollars. The sense is that customers don't want to be told what a company's message is -- they want to control the message. So, if you're not engaging with the customer and creating a dialog, the fear among marketers is that you won't be taken seriously.
There are tons of ways to do this, of course. Simple emails back and forth, for example. (Or, participating in discussions on boards like this.) But, without "socializing" that aspect of your persona, it's not obvious to the consumer that you're open to a level of engagement they're becoming used to everywhere else.