social media on the farm

How is your company using "social media'? How are your dealers, distributors and grower/producer end-users making use of it? Do you have your Facebook page, your bloggers writing, twitter-followers tweeting? How effectively has your initial forray been?

While, ownership and use of those tools would seem to mean that there is a clearly defined & articulated communications and CRM strategy, intention and purpose, the situation is eirily similar to the introduction and initial use of integrated, data-based, direct marketing and sales in the mid-90's.

I remember asking a client why they were building a marketing database: it was late '94, early '95. His honest answer: "we're not really sure what we will do with it - but everyone else is, so..."

Where does your company stand in adapting "social media"?

Clearly no one can deny its power. Most pundits will also insist that the customer insight must be incorporated into the feedback, learning, crm and customer experience management initiatives that already are in place. They also point out risk: for some, "social media" represents a reincarnation for them of "the wild, wild west."