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But, while we moan about retweets and fan pages, most consumers still consider companies to be "behind the times" if they don't recall every tiny detail or interaction they've had with a given individual. That's when we need to take a moment and put ourselves in their shoes.

The Big Data dilemma has companies worldwide drowning in a sea of consumer information and insight. While we spend significant amounts of time sifting through links and information posted only by those people we choose to follow, companies are chipping away at mountains of data in order to better understand and serve their customers. And this data will only continue to pile up more and more as time progresses.

Social channels are new territory for everyone, companies and consumers alike. Just as we are growing accustomed to posting funny videos on Facebook or informative news articles on LinkedIn, companies are still trying to grasp what data is most relevant and how they can use this insight to establish better business practices. Consumers should take this into consideration in their attempt to develop an empathetic understanding of why brands aren't leaps and bounds ahead of them in the social sector.

We're all taking steps to become more "socially" connected in a world where face-to-face interaction is increasingly rare. Some of us just don't walk as fast as others.