It's no longer enough to have a nice website, social-media profile, and consistent visual brand presence. The new rules of branding your business online have a lot less to do with presentation, and a lot more to do with interaction.
Monitoring social media has become the basic tool for companies to provide quality customer service. Having a Facebook page or a Twitter account is great, but you must participate in the conversation by making regular posts and replying to direct messages from your customers.
Conversation is the essence of social media and brand management. Don't be afraid to jump into the conversation and be an integral and evolving part of it. It is the best way to build online relationships and audience loyalty.