In-N-Out Burger has a secret menu. You can order stuff that isn't on the menu.
Now, in a world where there are fifty-thousand companies selling hamburgers, it's hard to stand out, don't you think? It's the same problem you have when you sell widgets ... everybody sells widgets.
Instead of thinking that channels and "being social" and mobile are your problem (they aren't your problem), why not think hard about the reasons why any customer would spend time with your brand? A secret menu is a way to attract customers.
I know, I know. You have to forecast widget inventory, and you cannot do that if you don't tell customers what you offer. Well, if we're all here to prioritize math over marketing strategy, then by all means, water your marketing efforts down to nothing, have at it.
But we have to stand for something, don't we?