Leaders of the world' s biggest e-market and digital companies stated in Sofia that dialogue with social network users is vital for their business.

The biggest event for digital business and marketing in Central-Eastern Europe, webit 2010, is held in the Bulgarian capital Sofia October 27-29. The leaders of the strongest digital companies agreed on the notion that a high level of communication with customers is a key step to establishing a successful business.

Marvin Liao, director at Yahoo, pointed out that, as everything happens very fast in social networks, if a certain company's product lacks in quality, it is going to be rapidly noticed by the customers. Hence the necessity of constantly supporting the customers and providing high-quality products.

According to Liao, creativity in commercials is useless, unless the product is really enjoyed by users.

James Palmer, Brandwatch CEO, a company can win a great deal from its products without producing superior products than its competitors, by simply relying on better customer support and communication.

Palmer said also that companies should be open to all kinds of feedback in social networks. The companies that don't tolerate negative opinions are on the losing side, according to him.

"The best way to control the conversation with customers is to let go of the total control", he explained.

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