Social media has transformed the way we connect with each other. We all have a voice, and we make ourselves heard, sharing wisdom and gossip, connecting with new friends, and documenting our lives. This new communication channel has empowered us and changed our expectations of the world, including the companies with which we interact.

Today, we are more influenced by comments from friends and anonymous reviews than we are from traditional online or TV ads that we easily ignore. That means the game is changing for businesses of all sizes and types. It's no longer about telling your customers what to think and do. It's about listening and engaging, guiding and supporting. Creating a Facebook page is a start, but let's be clear: Having a presence on Facebook, LinkedIn, or Twitter isn't enough. People, not sites, are the fabric of the new Web.

As a company, it's not only possible, but also imperative, to develop a relationship with each of your customers. Here's how:

The first mistake most companies make is to hire "community managers," lock them in a room, and expect to use social media as just another marketing tool. This is not a social business.