Image by Tonyç via FlickrSocial medai makes sense if you understand how people are. A good insight into people helps you build genuine empathy and relationships.
But there are many ways of understanding what makes people tick.
Salespeople read books like Robert Cialdini's Influence (a good book for what it is) and learn how to press the right buttons to get what they want. It's transactional, in disguise as relational.
Screenwriters observe people for the sheer pleasure of it. Because they can't help it. There is just something about people. Then they create characters that make people go OMG! That's just like someone I know ... maybe even me!
Both study people, for different reasons.
Generation C is looking for authenticity and relationship, which makes life hard for the salesperson and very interesting for the screenwriter.
Both people live in each of us. The screenwriter comes out when our basic needs are met, when we have the leisure to be curious.
The salesperson comes out when we need results!
It comes back to the phrase, do you love things and use people, or use things and love people?