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I think the big dilemma for companies who are figuring out how to respond to individuals in the social media WITHOUT being creepy. Everyone seems to agree that responding is the next step to "listening", but a lot of the effort out there are, as you pointed out, simply too creepy. On a different note, I also think some companies need to understand what things like Twitter are good for, and more importantly are NOT good for - unlike if you had experienced a poor customer service experience at the movie theater, having someone from the movie company respond to your Tweet would not have changed your opinion about the film at all.

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  • Tom Grant is a senior analyst at Forrester Research. You can e-mail him at [email protected], or reach him via Twitter at TomGrantForr. All opinions expressed here are my own, and not necessarily those of my employer, Forrester Research.

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