3. Responding
Social media gives marketers the chance to give quick feedback and break down unnecessary walls. Businesses are using Twitter to personalize a brand (@Zappos), quickly solve customer's problems (@ComcastCares), and create more immersive interactive media experiences (@_S_A_R_A_H_ from the Sci Fi Channel's Eureka).
And these comprise only one social media tool. Response ideas are endless considering the vast array of tools at your disposal.
And speaking of response, the best way to get that is...
4. Talking To Actual Customers
Some bosses - maybe yours - are so removed from their customers that they get a kick out of hearing from them. After all, if you spent 20 years getting your customer feedback from memos, you can imagine how disconcerting but exciting it would be to hear from, you know, a real human.
I recommend starting with positive feedback. Grab a sampling of social media feedback from your customers (just Google your company name or check Yelp.com, if nothing else). MarketingVox reports that reviews are usually positive - 87% of them, in fact. Print out a few and put them in front of your boss. Seeing glowing customer feedback will only get your boss more interested in hearing from customers.
In the up-coming book Secrets of Social Media Marketing, author Paul Gillan describes it this way: "Once they start taking direct feedback from customers, they tend to get addicted. Direct customer relations is like a drug."
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