For some businesses, Facebook can be a powerful tool for nurturing customer relationships and communicating with potential leads. But like any tool, it must be wielded correctly. In our view, Facebook and other social media tools are only useful if accompanied by a fresh approach to relating to your customers. Now people expect to engage in a dialogue with companies, and social media tools like Facebook are the forum in which this occurs.

But this is not a danger, but rather an opportunity to learn ways for your business to improve take care of customers in a more meaningful, rewarding ways, with the goal of turning fans of your brand into fully fledged company evangelists.

In short, Facebook is word of mouth in the global village.

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