"The post ended with a quote stating that 27 percent of companies use social media as part of their communications strategy. I find that hard to believe." Yeah I think there's a difference between 'using social media' and setting up accounts on 'web 2.0' sites for broadcasting. - Shey

The British Airways guy is right: "But if you are giving them something that helps then, some sort of social currency, then they’ll likely thank you for it." Trick for companies is to figure out what that is. - Hutch Carpenter

+1 Hutch and +1 Shey.. That is so true. If you can figure out what builds the "social capital" for your consumer base... they will be more responsive on the web.. - Kyle Lacy