OK, I have to ask, seriously, WHAT ON EARTH does make you guys think this IS NOT social media??
This is a place where everybody can talk to each other, in more detail than anywhere else because you can write 10.000 word posts if you want to.
You should not consider this is a place for direct customer support, though a guy like Shane did absolutely make it to be like that anyway.
OK, you got a response on FB in half an hour. Ever heard of telephone? Gets a response in seconds. I mean, if they're any good and the call center isn't outsourced to Mike in India.
I agree with you, but at the same time when someone says "social media" they mean things more like twitter and facebook. It's along the lines of someone drinking water and saying they don't drink anything with chemicals in it. Their comment is nonsense, but in the end you know what the meant.
Any company who thinks facebook and the like is the answer is in trouble, in the end more people than not do not use those or refuse to do anything more than just view something. What does help companies is having good websites with good information, that alone can cut down the need for forums, and reps answering questions. Festools website is absolutely awful, this there is a need for forums. While sometimes contacting a company directly is the answer, often it's not what folks want to do if they are just exploring or gathering information. Additionally many/most companies make it very difficult to contact them (not saying this is festool, I've never tried, just companies in general).
For forum drop off, well, there is a lot more information else where out there. While festool is still basically an unknown name to most people even people involved in tools and construction, woodworking very well are not aware of them (lots of folks do these things and never go online for anything about them).
As others mention there are more companies out there offering products, meanwhile in the US Festool removes products. It's not like Festool has been rolling out new stuff to drive questions about stuff.
Being the interface to a company is not fun. Just gives people who are upset a target.