Social media outreach to customers once was a pleasant surprise, and a chance for companies to win brownie points -- but consumers increasingly believe that social interactions with brands should come standard. That means companies will miss out if they fail to respond to customers' social chatter, says Dennis Stoutenburgh of Stratus Contact Solutions. "We're getting to the point now that if companies don't respond, they will have a black mark against them," Stoutenburgh says.

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