Word of mouth is powerful stuff. When one happy customer tells three friends about your business and then they each tell three friends, you’ve got some traction.

Now imagine that customer is involved in social media and instead of telling three friends about your business, she hops on Twitter and sends out a Tweet that reaches 300 people. Then each of those 300 people (obviously also involved in social media) Retweets your message. Now you’ve got a movement!

Clearly you can see the difference here. Customers who regularly utilize social media have the ability to wield a lot more power over your business than a regular customer.

All customers are of course important, so I’m not suggesting that you favor one over the other. That would be like choosing which kid you like better (Note: Always go with the girl). But it might serve you well to go the extra mile to serve your more social media-minded customers.

The possibilities here are endless. You could offer a special discount code through Facebook. Or maybe you could look for a way to invite your Twitter-using customers to a special event of sorts. You may need to experiment a little here. The bottom line is that regardless of how wonderful your company is just going about its business, it might be worth the trouble to go further to give your customers involved in social media a little something worth spreading the word about. You never know how far it will go.

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