Is an article written by Andrrew Walmsley. My take on the piece is that as long as the little more conversation is a little more ''good' conversation then the Brand is on the right track.
Social Media is 'all about the conversation'. There can be no excuse , therefore, to ignore the real bedrock of any conversation...and that is 'Listening' .
The ability to listen to conversations already happening before you join in is key. Any brand worth its salt realises that it needs to be able to play a part in the real world of its customers. and if that world includes Twitter, then it has to be a part of the mix. Dell is a great example of moving the conversation to where the customer was, getting closer to the customer and even demonstrating that ROI that so many non marketers on the board crave.