Social network engagement: the inner circle of trust for social media marketers

The author writes about social media engagement of brands and how companies should engage in order to be successful while respecting the communities they engage with.
 
[...] "We can’t  just build something and hope that our target market of consumers will come, nor should we use social media as a stage for message promotion purely from a branding perspective, if we are not around to listen to feedback and to reply to consumers in a timely manner with appropriate responses." [...]