Josh Bernoff comments in this recent Groundswell blog post that social media is simply another communication channel. It sounds obvious, but his point is a good one: stop freaking people, social media is really just about communicating with others; sharing and connecting with folk! It's not THAT different to what we were all doing before. So why are people panicking? Well, he's right to suggest that it's the emphasis on conversational reciprocity of this communication channel that sends shivers down the spine of many a marketing person. That makes us all sounds like anti-social freaks though. But really what freaks people is just that it is new. Talk to customers, you say, but isn't that what our PR firm / customer services team is for?!

As Josh always says, what is key to successful engagement using social media is for brands to listen - and talk back - as corporate employees. Yes, you do work for this company, but yes, you are a human too aren't you? When conversing with people via social media as an employee it is, of course, important that you filter what are saying in the same way you would if you were at an event in the same capacity, but that doesn't mean that you have to be a robot.

Technology companies should be ahead of the game when it comes to social marketing because their customers will be, that much is clear, but their customers will also be the first to get annoyed if they ask for help or reach out and don't get a reply. So keep your ears peeled.