The answer is absolutely, assuming it's done right. But, it's not just about putting out sales messages, the deal-of-the-week, etc. If your strategy is to cultivate a dialogue, not a monologue -- and your voice is genuine and responsive -- social media can be a great channel for connecting with your customers or prospective customers.
Fans of the LHWH-moderated Mar Vista Grande Facebook page are using the site to ask questions of this luxury beach resort, rather than picking up the phone or sending an email. The added benefit of this channel of communication is that other fans can see the questions and answers as part of deepening the engagement of the Mar Vista Grande community.
Actively-managing, daily responses to inquiries via Facebook hasn't just led to customer goodwill (a worthy goal in and of itself), but has actually been tracked to direct bookings. If you're serious about utilizing social media to augment your existing marketing and customer service you have to be totally on top of it...and keep it real.
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