1. I Tweeted that I was considering using Mohawk paper for my next business cards.
  2. Mohawk then replied to my Tweet and asked which paper I was interested in.

Social media is simply a “mind-reading” platform, which allows Mohawk to scan Twitter (using http://search.twitter.com/) for mentions of their name – and then engage with me one-on-one. Mohawk noticed that I was using their name and they responded – simple!

It’s this listening and one-on-one followup interaction that is changing the way businesses communicate with their customers.