I have a confession to make. I still like getting snail mail!

Many of you may be aghast at my admission. After all, we live in a world of instantaneous communication via e-mails, text messages, tweets and Facebook updates. Why, oh why, would anyone still like getting mail the old-fashioned way?

I’ll tell you why. A handwritten note, a personal greeting card (not an e-card), a wedding invitation—all tell me that the person sending it at least thought of me and our relationship for more than a nanosecond. In fact, they thought enough of me to invest 44 cents to send me the correspondence.

So, what’s this have to with business? Everything.

As a public relations and marketing consultant, I hear every day from business owners who are desperate to plug into the social networks. They view it as a magic bullet for business success. And why wouldn’t they? Virtually every day there is a seminar, Webinar, meeting or similar “opportunity” to learn all you need to know about the Internet and all of its mystical e-wonders.

Most of these are informative and worth a peek. And before you all think that I am totally old school and out of touch, let me tell you that my life would not be the same without my iPhone, laptop, Kindle, GPS and other electronic lifelines. They have become an important part of my business … and my daily life.

But when I ask the heads of business about their roots and their roads to success, they point to the power of personal relationships time after time. These relationships take root when people meet, talk and personally get to know each other. They are nurtured by a phone call, handshake and a handwritten note. These elemental intersections of the human experience are not replaced by a tweet or a LinkedIn request.

Rocket science? No way. Most things in life aren’t. Important stuff like friendship and trust are grounded in the basic instructions of life. This doesn’t mean that social networks and other new technologies don’t play a part—but it should be as a supporting role.

For business, this means focusing first on the critical relationships you must have with your customers. Skipping over this elemental step and jumping headfirst onto the Web will not equate to long-term, sustainable results. Human relationships build the foundation and are then supported by all the communication tools available, including Web-based strategies.

So, it’s OK to join me in still liking snail mail. It’s nothing to be ashamed of as your colleagues brag about being re-tweeted or having thousands of Facebook friends. You can hold your head high and look them in the eye (even if it’s over Skype), and tell them you’re getting back to basics.  Your customers will be glad you did.

Stay tuned for my next installment: Will our children be able to communicate beyond text messages? Alternative title: Will r kdz b abl to tlk wo text?

		Lorri Rishar Jandron is president and CEO of Edge Partnerships, a full-service agency specializing in strategic marketing, distinguishable branding, bold public relations, assertive advertising and effective advocacy.