Real-life example of social media at work:
If you read this blog, you know I went to an event held for Kansas City bloggers at the brand new AMC Fork & Screen on Oct. 28.
I was very satisfied with my experience, but found out today that I got double charged for my food purchase. 
I sent a Tweet to Justin Gardner, AMC’s social media guru, and he addressed the problem within minutes. He gave me two options: get a refund in about 10 business days, or he could send me some free coupons to make up for the charge.
It was $8.59, so I chose the coupons.
This is a PERFECT example of how forming relationships with influential third parties helps your brand online.
Now I’m writing a blog about how happy I am with their response to my problem, and now you’re reading it… and now you’ll think about it next time you go to AMC Theatres.
Whitney,
That’s a great example! You’re right about engagement. Social networks are the way to do it and in real time. I wrote a blog entry http://spurspectives.com/joy-a-new-brand-element/ about a great experience that I had with Asurion and they picked up on it immediately. Since mine was a good experience they are using it for best practices training.
You also have very cool technology!
I only go to AMC theatres. It drives my wife nuts as I won’t go near the Eastglen Theatres here in Lee’s Summit (about 5 min. or less away) and I insist on driving to the Town Center 20 for pretty much anything I see. Unless something I’m super jazzed about gets released in IMAX or the like…then, its the half hour haul to Olathe Station 30.
I am really psyched to try out the Fork & Knife deal. Looks awesome.