Here's an interview between Guy Kawasaki and the founder of retailer Zappos, Tony Hsieh.
In case you don't know Zappos, it's the social media darling online retailer that says it doesn't focus on selling goods - it focuses on giving the best customer experience. In this interview, Hsieh says that he uses money that most companies spend on marketing and ploughs it into customer service improvements that inspire customers to promote Zappos through word of mouth in a way that traditional marketing could not achieve.
He says that in an age where word of mouth buzz spreads so fast and wide on social media, generating that positive buzz about your brand and plugging into those social networks is crucial and more valuable than a TV ad. Food for thought for marketers and business owners alike.