clipped from: hdbizblog.com 
Is innovation and marketing the objective?
Conversations are the objective. I encourage others still hesitant to join in the discussions to break away from checklists and short-term goals that are designed to be measurable [ex. E-mail 15 “talkers” -> check]. The real value of open customer engagement is long term. Every example of remarkable customer service and interactivity that is open to search engine traffic becomes a footprint in the history of one’s brand identity. Weave inspiring narratives throughout the net that will compel future customers to fall in love with your own unique customer experience.
Through persistent, genuine interaction, passionate customers convert from “talkers” into “teachers,” thereby amplifying the voices of every new community they encounter.”