Nearly every small, medium and large business is today using one or more social media channels as part of their marketing mix to reach more consumers. But only some businesses are using social media to “connect” with their consumers, even fewer to “engage” with them, and only the best are using social media to build a community of brand advocates. In this spectrum, where is your business? Or, are you one of those few remaining businesses that has so far stayed clear of social media marketing because you fear negative comments/ publicity about your products and services? Either way, it’s time to change. If you haven’t participated in the social media revolution for fear of backlash, isn’t it time you challenged your organization and upped your product/ service levels, so that instead of fearing negativity, you look forward to positive feedback? On the other hand, if you are confident of your product or service, then why fear and miss out on what could potentially be a great additional avenue of gaining and retaining customers? And if your business is already into social media advertising, isn’t it time you improved your utilization of the social channels and moved towards creating a community of brand ambassadors?