Social media offers the opportunity to directly connect with consumers, but savvy brands know you've got to test the waters before you dive into the discussion.

As in any conversation, when we talk, we're only repeating what we already know. When we listen, we're learning. When brands listen to consumers before beginning to talk, they not only discover what their core customers are concerned about, but also identify new markets and discover new opportunities.

But before brands start talking, they need to know what's being said about them and their competitors; who their advocates and opponents are; and why consumers respond to the brand and its services. Getting this information isn't as simple as skimming the obvious websites, blogs belonging to well-known influencers and the review boards. You need to look out on the fringes as well. At the very least, search Twitter and Technorati, along with meme aggregators like Reddit and Mixx and blog feed aggregators focused on your target consumer groups. You want to find the places where your customers have created real communities online. You'll uncover lesser-known bloggers who are writing passionately and intelligently, as well as industry groups and the deeply disgruntled.

Every company already knows this dialogue is occurring. Not-so-smart companies try to ignore or control the conversation, but forward-thinking companies can aggregate and facilitate the conversation. By being fully engaged with the consumer's brand experience, these companies engage very effectively with consumers.
 
Connect with customers
Southwest Airlines does a great job of listening to, responding to and connecting with its customers online. The company blog humanizes the airline -- Southwest’s CEO recently asked for help in choosing his Halloween costume, complete with pictures of his most recent costumes -- and proactively shares information while fostering a community feeling. The company uses other conversational tools such as Twitter to connect with consumers and is currently looking to hire an emerging media specialist.

This sort of outreach can be as effective as a mileage-based loyalty program, and you should never underestimate the value of authentic communications. If Southwest ever makes a misstep, you can bet it will be able to effectively tell its side of the story and consumers will give the airline the benefit of the doubt, more so than they would a company that they don't "know."

In contrast, American Airlines attempted a blog about a year ago, put up three posts of corporate gibberish and got slammed for it. The airline responded by shutting the blog down.

Acknowledge, share and ask
Only after a brand has a real feel for the conversation can they join in. The best way to start is to:

• Acknowledge the existing conversation (don't ignore what consumers are saying)
• Share honest points of view in a human voice
• Ask people to share what they know by telling them what you want to learn

One great example of soliciting user feedback is Dell's IdeaStorm. Dell solicits consumer response through the website, where its "post, promote, discuss, see" process is clearly displayed. IdeaStorm participants see exactly how the company intends to respond to suggestions and proposals in the forum's "Ideas In Action" section.

Most importantly, those who contribute to the idea bank know Dell is listening. At a recent launch event for the company's new Latitude laptops held in Austin, San Francisco and London, speakers repeatedly mentioned that key design changes came from the IdeaStorm community. Meanwhile, the IdeaStorm site details which ideas were implemented and spotlights which community member initially posted each concept. 

Avoid the silent treatment
Apple is often heralded as a master communicator, and the company does really well when they are talking to -- or at -- people. Conversely, Apple consistently fails when consumers are attempting to talk to the company.

When the recently launched MobileMe led to a fiasco, there was no official word on the company's own forums until Steve Jobs apologized for launching a product that wasn't ready for prime time. The continued silence on iPhone 3G issues is another example.

Tech journalists even have an ongoing joke about Apple's dependable refusal to comment for virtually any story -- good or bad -- that doesn't have to do with a new product release. Apple still has the incredible ability to make people feel special they buy an Apple product, which has diluted the impact of the company's less than stellar communication skills for the time being. However, Apple can't eternally rely on the good will of its customers, especially as the company works to expand its user base.

Feed the conversation
Great conversations, like great blogs, have to be fed with new ideas often. Companies should give their customers something to talk about and use what they know about customers to create on- and offline events that are interesting, provocative or amusing.

Take Google, for example. Its new Chrome web browser was promoted partly through a digital comic book, which was exactly the right vehicle for the audience Google needed to reach.

At the same time, Google-affiliated blogger Matt Cutts wrote, "I can't wait to talk more about Google Chrome, but I'll hold off until it officially launches. Once people can download Google Chrome, I plan to talk about my experiences using Google Chrome, to lay some truth on you about questions you might ask about Google Chrome, and to give some tips for power browsers."

By adding an influential blogger like Cutts into the mix, you have a great product launch communications strategy.

Arthur Ceria is founder and chief creative officer of CreativeFeed.