Along comes the social web and marketers are all abuzz about “two-way communication,” ‘one-on-one marketing” and “conversations” with customers. Guess what? If you want to manage conversations with thousands of customers and prospects, it takes a lot – and I mean A LOT — of time. And because these prospects are busy people that are inundated with messages, it better be good, fast and specific.

But in the end, isn’t this the kind of engagement we always wanted? Thanks for the comment!

Brand Relations is very important, but since you have no control over what gets posted where, it is important to be “socially” responsible too It makes companies better behave with their consumers who were until recently taken for granted.

@author,

Social Media ROI has always existed, but it just depends on how you pitch the same to the client.

The core issue here is brand relations risk - there is still lack of direct control by the brand owner on what information is posted on their social media site and made visible to the public.