Social media is all about a new way to interact with your audience.  No longer do messages move from the top down, they float from the bottom up.  The audience is now the CEO.

Starbucks gets it.  Thats why they have mystarbucksidea.com a perfectly elegant community built on social media ideals where new business ideas and comments on the way things get done can be tossed out for discussion.

It’s not just a token message board.  Starbucks reads the ideas and has implemented some of them.

How are you letting your audience be your program director?