Having conversations and engaging your customers is very important today. This has many potential benefits. First of all, this could very well be the most efficient way to build brand awareness with the current generation that uses social media all the time. If effectively used, enterprises can initiate and continue conversations with customers that may result in setting expectations and even generating new product ideas. In our research we find that using this media can strengthen an employee's social network. To accomplish these benefits companies should be experimenting and testing with technologies like twitter, blogs, wikis, digg, del.icio.us, youtube, Facebook, Myspace and flickr. On the testing side companies like Hubspot (they host this blog) can help you analyze the effectiveness of each technology in meeting your goals.