To take your first steps in the Social Media Marketing World there is just one question you need to ask yourself
Are you willing to trade Control for Influence?
If you can let go of the need to control all communication to your consumer, of the need to define your product and believe that its not you who knows best, but actually your consumer. If you can give up a little control and place it in the hands of your consumer, if you can give them the power to decide, will the Wisdom of Crowds prevail or Chaos Reign?
It depends on how you organise your consumers world and effectively yours. Simply placing a feedback box, will never organise it well enough for your firm. It just won't cut ice with the product team. Random feedback is never taken seriously enough to implement.
On the other hand if you did what Dell has done and created an Idea Storm. Would anyone within the firm be able to say NO to 30000 votes?
The old school was a Dictatorship, where the company unilaterally decides whats good for itself and the people.
The Dell school is a Democracy, truly by the people and for the people. Which do you prefer?