Absolutely. It’s easier to become involved than most people think, but first and foremost, attitudes have to change. Executives tend to keep this topic at arm’s length and classify it as “technology.” It’s not about technology; it’s about the evolution of relationships, the evolution of community and the ability to have non-stop conversations with your customers. Our industry spends millions of dollars to find out what shoppers and consumers are thinking. Social media delivers this information in raw, unfiltered, honest form. One of our Council members describes the medium as “a window into the soul of your brand.” She gets it; she understands the power and opportunities that unfold when a company engages. That’s the mindset that is shifting in executive suites across the nation.