Customers respond to social marketing if it’s a two-way dialogue, People want to be heard. People want to talk. This gives them an outlet, Retailers that are very responsive to their online community get more out of the interaction than just online sales. Like Coke’s vending machine, which sends data back to the Atlanta headquarters about taste preferences and shopping activity, a thriving online community can also give retailers a huge amount of market data--a window into what customers want.