There you have it, the whole reason for even having a social media program in your business, all tucked into 
a tiny little nutshell. If only…with such a complex web of interaction possible, why do you think most businesses even consider social media? In a word, “money”. Many believe that if they are there, some how the customers will magically part with their hard-earned cash, then everyone goes home happy. Right? No. Not right, not even close. The common mistake right now for a lot of business models is using social media to pump out information chronically on your company and ignore the customer. What does this method say? It says, “It’s all about US, we don’t care what you have to say.” Once a business buys into this line of bull and moves forward with it, they have are doomed to fail with their social media endeavor and they make it harder on other businesses trying to get started. Want an example of this mistake in action? I have asked Starbucks no less than 6 times why they discontiued their Almond syrup flavoring; I’ve asked through Twitter, through my own blog, and their blog, and their “tell us” website. No response, nothing! This is truly bad form. Purposeful outreach through social media means creating a touch point with your customers that should be built carefully and with the commitment to serve.
Build Trust Quietly
The steps are simple, but they are also simple to miss; building is about the little things. The first place to start with is trust. A copious amount of work should go into starting your social media interaction with customers, but it begins here. Design your program with the purpose of building a trust-based relationship, otherwise, don’t do it at all. Carefully choose those places where your customers might typically be, but do so without a word, without a press release. People will sniff you out for the mongrel you are if all you’re doing is lurking about just to inundate someone with company rhetoric, spam, or self-serving promotions. Keep your mouth shut, actively listen to your customers and you will learn much. If you have offers you think they can’t live without, still, say nothing. If they want them, they will eventually find them on your website or blog if they want them. Only when they ask for help or say your name, can you safely assume they want you to interact, then be a resource. Ask first, though. A good icebreaker? “I think I can help, is that okay with you?”
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I’ve been struck at recent mixers where there is an odd snobbishness surrounding the use of business cards. “Why do people even have these, we’re in the tech age.” Sure we are kids, but nothing beats handing a card to someone that sums up everything, most importantly, how to contact someone you’ve just met, or even refer them to a colleague with ease later on.
ied this tack after the Super Bowl, and IHOP did it on “Fat Tuesday”, using a charity bent, so it’s no surprise the sandwich giants are giving it a similar shot. Subway launched their “Five Dollar Footlong” campaign, (not free, but certainly cheap) adding a clever jingle that goes along with it. 
