If you work for an agency or are spearheading the social media efforts for your company, this may not be the news that you want to hear. But Gary Vaynerchuck points out the obvious in a compelling way – NOT engaging with your customers via social media creates opportunities for your competitors. And while you may not lose your whole market, you may well lose the high yield, low churn folks who are your bedrock, or you may lose the low yield, high maintenance influencers who help attract a wider audience.

Don't forget, social media loves a niche – and you don't have to serve the needs of your entire community in the same way. Identify key audience segments, understand their expectations and communication needs and then design your efforts around the way that adds value to your mutual relationship. If that means social media, great. If it means, "just give the me a good product when I need it", do that. But make sure you PAY ATTENTION.

Because if you don't, someone else will.

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