Forget about hammering customers with corporate messages and ads. Social media is best used as a conduit for information, sentiment, support and insight from anywhere within a company out to its customers — practically at the speed of thought. Yes, social enables enterprises to know what their customers are thinking and saying about them. But it also allows anyone — anywhere within the organization —to step in and answer customers’ questions and solve their problems. Equally important, social media can relay that interaction to customer service, alert R&D to product flaws, and inform the marketing folks of a potential problem to address.
Source: It's Not Too Late to Return the Social to Social Media
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