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A customer walks into your establishment interested in making a purchasing decision. How do you respond? Do you evaluate this person’s attire? Do you take a peak outside to see if they’re driving a Mercedes? Is an attempt made to measure this new visitor against the scales of an A and B customer?

The essence of customer service and the arena of social media place an enormous responsibility on today’s brands to rethink their strategy. Gone are the days where one could simply ignore or look past a potential buyer. The social media and customer relationship landscape places a significant importance on recognizing the value of each and every customer that visits your website or walks through the door.

The potential for a public relations crisis and customer service dilemma is magnified because of the massive audience and armies of influence made possible through word of mouth and social media.

How you treat your customers has always been important but today’s environment is a whole new playing field making it vital that marketers appreciate the value and potential of their customer base. Each transaction is an opportunity to perform and over deliver.

Why not give that new customer the V.I.P. treatment and turn them into another raving fan, brand advocate, and satisfied customer?

Brands and individuals alike are participating in social media in an effort to foster engagement and build influence. The power of social media is a unique study. However, the process and dynamics involved with using new media effectively can indeed be challenging. One of the biggest factors affecting an organization’s social media success is the value they place on their consumers and overall target audience. Are your followers simply game for relentless and pointless advertising or are they actually a worthwile audience through which you can build a mutually rewarding community?

Ron Artest of the Los Angeles Lakers places a huge value on his audience. He recognizes the interest that his fans put into his game and the team he plays on. Need proof?

How about $18,000 dollars worth of proof?

Number 37 of the Los Angeles Lakers recently rewarded one of his twitter fans with courtside seats to game one of the 2010 N.B.A. Finals. Talk about audience engagement!

When asked about why he gave away the tickets, Ron responded:

“…I though the fans deserved to sit courtside.”

Where do your fans deserve to sit?