With so much to gain, companies need to invest the effort to
understand how to break through the noise and offer current
and potential customers a reason to reach out to them via
social media. Businesses, eager to get closer to customers, are
building pages on social networking sites, posting videos and
mircoblogging; however, if they don’t focus on what the
majority of their customers value in social media, they may be
missing the boat. In fact, offering tangible value to consumers
may be the strongest incentive to attract the 75 percent of
Casual Participants who need a good reason to interact.