- The "conversation" doesn't always have to take place between company and customer in order to be effective. When customers use voting, tagging, and sharing, the conversation is between customers - and it truly beneficial.
- We can't force customers to converse with us any more than we could "manage" their relationships (when the buzz was all about CRM). I think one of the key benefits of using social media is helping to make a company seem a bit more approachable, genuine, and real. B2B or B2C, it is all about people.
- Social media should probably be a part of a marketing toolkit, but the tool used is most likely different for different companies. Some may use quite a few of the tools, as their customers want to engage with them that way, and others may use only one (and that just to listen to customers). Either way, it should not be ignored but should be explored.
Now to you