Social media implies social, right? So why is technology, as cool as it may be, so routinely the focus? Smoke, stone tablets, telephones, fax machines, computers, cell phones… they’re all just tools over which we can communicate (and be misunderstood).

Dev Patnaik of Jump Associates wrote about a speech by former Pixar CTO Oren Jacob. Jacob itemized five inside secrets to Pixar’s success. The secrets hinged on making tough and necessary decisions, thinking creatively and logically at the same time, and focusing on story and audience reaction.

Despite being a company known for technological innovations, none of the secrets of Pixar’s success are about technology.

How about you? Are your communication efforts organized around technology or messages/stories? Do you focus on the relationship you have with your target audience?