Part of the reason blogs and social media work so well is because of that individual voice that speaks to people and interacts with them. The Internet has become humanized with user-generated content. Social media is not for advertising yet it has become an effective marketing tool. We can get to know the people who may want to do business with us in a non-threatening way. The idea is that people are more likely to do business with someone that they know and like than they are to do business with a stranger.
When I hire someone I look at my social network first and ask myself if I have a relationship with someone who can do the work. It is always a person that I know, not a company logo.