…It’s how you use it. It’s about engaging customers and listening to them like you actually care (because you should). It’s about changing the way you do business. Forever.

As the buzz builds around Facebook, Twitter and any other sites du jour, I’ve watched countless companies spout off at conferences about how they’re embracing social networking sites and other “social media.” Sorry folks, banner ads don’t qualify in my book. And increasingly, they don’t work very well, either.

The question is, are you listening to what your customers are saying? Do you bother to respond? Do you let folks know when something goes wrong? Do you then tell them what you’re doing to fix it?

Doesn’t seem that hard, does it? Didn’t think so.

Your customers are talking about you whether you like it or not. Are you part of the conversation?

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