Part 5 of how to create an agile brand. To create a holistic customer experience, it’s important to use those channels as a means of two-way communication, rather than to deliver one-way messaging directed at consumers. Instead, engage in a dialogue with your customers, and even if you’re not actively communicating with them, listen to what they have to say. As I’ve often told potential and current clients who were reluctant to fully engage or participate in social media, people are talking about you whether you are present on the platform or not.