The internet has done a lot of good things for brand communications. Talking to and hearing from your customers has never been easier. But faster, easier communication isn't a one way street. You get to reach customers faster and easier, and customers get the same. Sounds great, right? But there's a threshold after which this trade off can no longer be maintained at a one-to-one exchange. The good news is, despite what many social media gurus will tell you, one-to-one dialog is not the holy grail of marketing communications.

Social media is a powerful tool for one-to-one communication, but it really only works that way for small businesses. Brands like Saddleback Leather who intentionally limit their audience and establish a premium position are primed to take advantage of using social media as a conversation mechanism. Larger businesses can't keep up with the size of the conversation, and so they really have two options: pretend to be one-to-one, or stop worrying about trying to talk to everybody.

Brands like Apple, Delta, Google, or Coke have no need to use social media to have conversations with all of their customers or potential customers; they're much too busy building better products, increasing awareness, and making sure their companies are ready for the future. These companies use social media to provoke conversations amongst their customers (customer-to-customer, not customer-to-company) in order to increase awareness. They also use social media to listen to the market, finding problems and opportunities in their marketing strategy and in their products. What they don't do is try to respond to every brand mention.

In between the small business and the mega-brands are a slew of mid-sized businesses who are also trying to figure out how to use social media. If you're not Saddleback Leather and you're not Coke, then there are still opportunities to use one-to-one conversations (customer support, rewards programs, expanding into new markets), but there is also significant value in letting your customers do the talking for you; whether you unleash a creative engagement to stir something up or simply monitor the pre-existing social media landscape, there are plenty of opportunities to benefit from the one-to-one conversations your customers are having without being a chatterbox yourself.