54 U N M ARKETING customer, which is always wonderful for any business to hear. How- ever, the vast majority of your happy customers will go on using your product quietly. Social media allows these more moderate praises to reach your business regularly, along with suggestions for ways to improve your product or service. The thing that gets me really riled up about people questioning the ROI of social media is: If I offered you a tool 10 years ago that allowed you to listen and respond to the casual conversations of your potential, current, and past customers, you would have paid me $20,000 a month for this eighth wonder of the world. But now that it is here, and it's free, you question its value? This is why I get ulcers. It's like extremely smart businesspeople become temporarily dumb; it baffles my mind.