“Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company.
This thought dovetails perfectly into interactive and social media. For Rx/Dx marketers, you have to realize it's not about you and your brand, it's about your customers. To succeed you have to put the interests of your customers at the forefront of your interactive and particularly your social media efforts.
What does that mean? Listen, learn, and provide value(often). Build trust (takes time) and be of absolute service to the community--all the time.