Can you SELL Relationships?

Hello again...how I have missed by blogging with you, the community. 

I am in the midst of a conundrum....with regards to the game of social media advertising. I used to be in radio sales. I sold radio, because, well, I BELIEVED in it. The first 100 years of brand advertising was built on the paradign of a captive audience with interruption advertising in TV, radio, print and online. That created a $540 billion market to reach a mostly-right audience at the mostly-right time, with a sometimes-right mesage delivered via occasionally-great creative. The basic being that if you reach those people with enough frequency and decent creative, they'll eventually hear your message. However, the creative eventually had to increase dramatically and the audience...well the audience had distractions by satellite radio, DVR systems and many many more new age devices ready to take viewers and listeners into another place. A place that is NOT where our advertising dollars were going.

NOW...there is a new player in the game. NEVER, NEVER has any brand had an advertising platform that could create a relationship with a consumer before she makes a purchase.....until NOW.

A relationship is worth a hundred or a thousand times an impression--or more--depending on how you monetize it. The ability to sell a relationships puts Facebook in a completely different business than every other media company -- and their product is orders of magnitude more valuable. That's WHY Facebook should never, ever sell impressions. But with no proven model for selling relationships, how will Facebook make relationships a reality? 

That's the question of the day....93% of my current social media customers want to advertise on Facebook. Has brand marketing changed THAT much that you can SELL a relationship to people.....???