Social platforms aren't just public relations tools -- they can provide a powerful way to enhance your customers' experiences, writes Linda Ireland. Facebook can help improve aftermarket relationships, Twitter can be a powerful medium for troubleshooting minor issues before they flare up into big problems and YouTube can provide customer support and information, Ireland writes. "Remember: The stronger your customers' experience with your brand, the more they will reward you in terms of repeat business and referrals down the road," she writes.

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