The whole idea of “social engagement” or “conversational marketing” is on my mind. (It’s hard not to be when just about everything I read related to advertising or marketing lately is centered on this concept.) It’s fascinating to watch the world of marketing change.

For years we have helped clients implement “socially engaging” campaigns to reach their customers, but the whole notion of social marketing has created a new buzz in marketing.

To quote a quintessential marketing cliché, it’s “top-of-mind” for most marketers. We often get questions about how to implement effective social marketing campaigns. Advertisers say they need to be on Twitter and need help implementing a campaign on Facebook that will result in a “good following,” but they don’t understand WHY it’s important to communicate to their customers through these vehicles. Really — how can you blame them when you see companies from the local gas station to dry cleaners asking customers to follow them on Twitter?

We explain to clients and prospects that it’s not just about adding a social marketing line item to their budget. It should be viewed as a new way of marketing and communicating to customers. Customers have opinions and they want to be heard. Brands that are not willing to listen, engage and respond will end up with unsatisfied customers.

From a personal perspective, when was the last time you made any major buying decision and did not consult a friend, family member or glanced at a network or review site to get information about the product/service you are about to purchase/use? Customers want to be heard and advertisers who are not listening are going to be left questioning why their customers are turned off and their bottom lines are in the red.