Friends' blog posts helped direct Matt Haughey to a swing set for his daughter, taking him from his RSS reader to the company's Web site and a local dealer in a just a few clicks. The whole experience, Haughey says on his blog, made him realize that social-media outreach isn't about the tools you use or the consultants you employ, but the way your customers relate to you and your products online. "Just make awesome stuff that gets people excited about your products, hire people that represent the company well, and when your stuff is so awesome that friends share it with other friends, you may not even need 'social-media marketing' after all."

Related Summaries