The document discusses how customers are increasingly engaging with brands through social media and want to provide feedback and reviews online. It also addresses how companies need to listen to their customers and communities on these platforms, and notes some challenges that companies may face in adopting social commerce strategies.

1. The Social Web Kensington Close Hotel, 11 th March 2010 Gavin Williams

3. Dear Head of Customer Services, From now on, I want you to come and find me when I have a problem. Kind Regards Your Customer

9. Dear Corporate Britain, We know how you do it!! We may be lunatics, but this is now our asylum. Kind Regards Your Customers www.facebook.com/lunatics

13. 1 - Who is my Community? COLLECTORS CRITICS CREATORS CAMPAIGN JOINERS SPECTATORS

14. Dear Shop Manager, Why is it that the people you pay to talk to me earn the least amount of money in your shop? Kind Regards Your Customer

15. LibertyDaniel: DON'T get your legs out for the lads... http://bit.ly/iS4Wn

16. LibertyDaniel @ montyknits Guess what I'm holding in my hand, I'll give you a clue...it's just come back in and has bows Montyknits @ LibertyDan iel yayyyy! : ) now, when can i get down? running a knitting class in covent garden on sunday.... LibertyDaniel @ montyknits I'm about to sort out the stock on the website, so you can do it online if that's any easier?? I can just send you the new link Montyknits @ libertydaniel @ libertylondon o pr etty, pretty bows... http:// www.montyknit s.blogs... now off to show them off...! LibertyDaniel @ montyknits Ye s! you got them, well done! Montyknits @LibertyDaniel argh! all black bows gone! managed to slip in last night before going out to dinner. bare legs or boring black it is then... LibertyDaniel @ montyknits gutted! the black ones with the gold bows, yeah? if you can wait til Tues - i'll see if we can find you a pair?? Montyknits @LibertyDaniel yea! too late for the party, but will just give me an excuse to throw one myself! :) ta muchly LibertyDaniel @ montyknits Good week end? I've just had a word with the buyer - we are out of stock, but they've been re-ordered - should be 7-10 days... Montyknits @LibertyDaniel thank you so much for that, am in france this weekend, so no need for tights anyway! will be at the front of the q nxt wk... LibertyDaniel @ montyknits no worrie s, I'll tw eet you when they're in Turning a Conversation into a Transaction

19. Who is Speaking For You?

20. Dear Friends (and friends I’ve yet to meet), This is who I am. This is what I do. This is what I stand for xxxx Your friend P.S. Does my bum look big in this?

26. Dear Winemaker, I’m really sorry about the hailstorm that wiped out your crop. Please know that you have my support and I look forward to my next case of wine. Hic. Your Angel

30. Dear Marketing Director, You’ve now lost control of your brand. Kind Regards Your Customer

34. Dear Head of E-Commerce, I visited your site this morning and I almost lost the will to live. I really enjoy buying your products. Clearly you don’t enjoy selling them to me. Kind Regards Your Customer

38. Pssst? You wanna be in my Gang?

42. Dear Fat American Tourist, Go on a diet before you post another hotel review Regards Slim Jim

44. Dear Fascist Bullyboy, You f@@@@@g B*******S. I know where you live. Kind Regards Mr Activist