Chapters 5 and 6 The Social Organization

In chapters 5 and 6 of The Social Organization, the author goes on about giving users incentive to join their social network. Companies get upset when their social endeavors fail, but they did not give the community a reason to join. For example, if a company wants any feedback, whether it be positive or negative, they have to give customers a reason to give feedback. The five minutes it takes is too long for a customer to give feedback, unless they had either an extremely positive or extremely negative experience; leaving out all the between reviews. This is why companies give incentives such as being entered in a drawing to win a $100 gift card for filling out a survey. I feel this is something all businesses should remember, that just having social media to have it, without a bigger purpose, will fail.