What exactly is "REAL WORLD" approach? I'm not trying to argue semantics here, but think about how times have changed.
In years gone by "real world" business was done face to face with a handshake and a smile, then by telephone, and then the fax machine.
Today's "real world" business is done via teleconference, webcasts, video conference, email, text messaging, pod casts, video charts et.al, sometimes from halfway around the world. Even today the fax machine is nearly obsolete.
Social media represents a very large portion of today's information (right or wrong), and you can bet sites like these are monitored. I doubt they have someone sitting at their pc all day every day just watching IHUB, and all the other similar sites, but you can bet your butt and both eyes, every company knows exactly what's being said through social media.
