Quantitative reason and results
Each enteraction on the firm's behalf should be goal driven and a way to measure its success or failure. Social media should not be treated socially, it is still attached with the company and needs to mirror the company throughout all possible portals of communication.
A scorned customer is far worse than a scorned lover. They will drag your name through the mud not just to your staff but to customers and your competitors as well. Remembering this allows for staff to engage customers with more awareness and understanding. Like all relationships they need to be tended to. Most customers need to feel special and that they are individually unquie.
Online is soley customer based they decide when and how they will enteract or voice their opinion or experience, with either the firm or a specific named employee. Online enteractions could launch a firm to the next level or be its demise by one comment. The staff must be constntly being proactive about the tone or precpetions they are giving off through the screen. Staff must be well rehearsed in all aspects of the business in preparation for the variety of questions that will asked and falsified statements by consumers that can be resloved by facts.
It is a relationship
Customer driven