"As you participate in each of these new communities, the key ingredients to warranting attention are sincerity, insightfulness, and empathy. Realize that whatever you do, it’s less about the company, per se, and more about how your customers can succeed in their business or how people can simply improve their personal lives. What can they do now that they couldn’t do before speaking with you…With everything you do in social media, you must participate in order to build bridges that connect customers, prospects, peers, tastemakers, and influencers with the people who represent the company. People don’t participate in conversations with brands; they converse with the people who are the ambassadors of the brands."
- Brian Solis, Engage!