Social Media Strategies Summit Dallas 2014. Relationships are crucial in every business environment. Ignore your customers, and they will go away. Engage your customers in meaningful ways, and you can create a competitive advantage for your company. That’s why knowing how to harness the power of social media to develop and sustain enduring relationships is so important. By focusing on relationships—both online and offline—you can deliver benefits that range from customer satisfaction to long-term ROI.