It sounds silly, but actually interacting with your customers rather than observing them can have a much better impact. If you would interact with them in a store, there is no reason why you wouldn’t do the same over social media. Interacting doesn’t always have to be with Customers. Interacting with other businesses, commenting on other blogs, engaging with people who perhaps need something you provide are just some of the examples of being pro-active rather than reactive when it comes to social media. Interactions help establish your brand name and grow your business. Any interaction, regardless of size, will bring nothing but benefits to the organization.