It's not just a buzz word, folks. In fact, what you really need to be doing right now is determining how big of an investment you need to make grow your social-media footprint, because they don't grow overnight.
Yes, listening to and engaging your customers are the major benefits of social media, but they're not the only reason you need to get social. I look at social media as an opportunity to stay connected with customers throughout the ownership cycle, influence the content they absorb, and dramatically reduce defection.
Until next time, continued success!