A recent "After the Storm" benchmark report from Retail Systems Research, a retail research company, identified a major shift in e-Business social marketing challenges for 2011. In 2010, it was all about connecting with your customers to find out what they want. 2011 is all about helping customers connect to other customers to become of the "facilitator" of the social network.
Simply observe what the customers are saying to each other and allow them to recommend your products for you. This trend is even trickling into the B2B space. In fact, today I'll be working on forums for one of our clients that will enable their 87 different dealerships to speak directly to each other to discuss parts available for sale at various locations.