Social media is not a one way conversation. Brands and businesses that use social media networks like Facebook and Twitter to simply shout messages about their product are not learning what their customers want. This may come in the form of a complaint about wanting better service, a suggestion about wanting a new feature, or a positive review about wanting more of the same great thing you already offer. If you aren’t using social media to engage with your customers, you won’t know how you can improve upon your product or service — or, at the least, keep up the great work.

Once you have identified the social networks that are most used by your customers, be sure you are engaging with your customers on these networks. This includes not only responding to obvious calls for your response, such as questions about your product or service, but participating in discussions about your product or service. Showing an interest in your customers’ thoughts and opinions shows that you value your customers’ input. Acknowledging feedback gives these customers a voice in your product or brand, which can then give these customers a feeling of ownership in your business or brand. This is likely to not only solidify your relationship with customers, leading them to return as customers in the future, but also may lead some to become evangelists about your brand and spread the word about your product or service, which will lead to even more customers.

Social networks provide many tools to collect information about what your customers want. You can ask questions directly via these platforms, or respond to others on these networks to get more information about what new features these customers want, or problems they need solved. You can also use tools in Facebook, like polls, to ascertain what it is your clients would like, allowing them to decide between a few options or even add their own. However you collect this information, be sure you are ready to listen and learn what your customers want, and then act on their desires, or else your attempts at gathering this information will be an obvious waste of time for both you and your customers.