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Customers are no longer content to passively consume your advertising. They want to engage in conversations with your brand and they don't care what department they reach. They want to dialog with your brand whenever and however they choose. They want the companies they buy from to be responsive, to acknowledge and reward their feedback, and provide all these experiences quickly, cohesively and in an engaging way. The social media revolution has irrevocably changed the way people communicate—with each other and with the brands they purchase and support. The good news/bad news is that while 80% of CEOs report that getting closer to their customers is a top priority, they remain unclear on exactly how social media can help them get there. The question of whether your businesses should engage with customers using social media has been answered with a resounding "yes!"