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There absolutely are costs associated with social media - that is one of the biggest misconceptions companies seem to have. I like the fact that you're thinking about the process, which is so very important.

The other great point you make is that one should not undertake something to do it poorly. I provided an example of that with Skype on Twitter a couple of weeks back.

i have been particularly interested in get satisfaction, and may implement for my startup. the only trick is how to and when to scale for a startup, which i have not figured out yet. presumably there is a method to the madness in terms of providing for customer support in a social media context. first start with a simple feedback form, then slowly add various features a la get satisfaction - just don't know yet, and maybe depending on the size of the biz, the process may be different. my point is that there are costs and required resources associated with providing a full fledged online social media flavored customer support platform -the company employees whose time and salaries will be dedicated to monitoring, moderating and sometimes answering customers being one of the main costs for example. next to a groundhog day for customers, there is nothing worse than a poorly scaled and executed customer service based on a community platform.

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