The truth in life and in social is this: People can't hear until they're heard. You've got to listen first. Step up to the listening post and hear what your clients, customers, patients, guests, accounts are saying. Only then can you become a valuable, go-to solution for them. Remember, not paying attention, not listening in the social space is the ultimate snub. Find your customers where they are and give them a wow experience before they even set foot in your brick and mortar or click and order business.

http://www.inc.com/thehartford/six-ways-your-business-can-excel-on-social-media.html