Most of my clients are eager to do more with social media tools like Twitter, Facebook, MySpace, etc. They are atttracted to the opportunity to better connect with consumers and the possibility that their brand message will be shared at almost no cost to them. However, I'm not sure many companies are truly prepared to enter into one-2-one conversations with individuals. Brands can't blog or answer Twitter posts, only people at the companies can. If companies really want to let consumers participate in a conversation about their brands/products/services, they are doing to have to dramatically increase the resources they put in place to listening and responding to consumers in a human and timely fashion.
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