Today’s businesses face greater competition than ever before to provide the right products and services for the right price while holding commitment to corporate social responsibility. Organizations large and small spend thousands of dollars doing surveys and focus groups to gather information in efforts to serve its target audience better. With the use of social media on the rise, more and more organizations see this channel as another opportunity to connect with customers. However, the trick isn’t just to “connect” with customers but rather to “communicate” with them. Businesses that use social media for one-way communication, with the intent to market themselves, fail. It is those businesses that use social media as a means for two-way communication that succeed. The focus for organizations should be to build relationships, listen and engage with customers. Another way organizations could benefit from social media is the ease of collecting timely data/information. Knowledge is power and information is knowledge. Organizations can check the pulse of the customers’ standpoint almost in real-time. This can be a more cost-effective way of gauging customer perceptions and tracking volumes. In my opinion, this is an obvious ROI.