Just by registering users, app developers can market and cross-sell other apps, beta-test new features, get live feedback on new apps and begin to build an enduring relationship with their audiences.
Virgin America now has 285, 000 Twitter followers and clearly takes that relationship seriously, using the tool to dispense, gather feedback and to resolve issues.
If leaders are listening, they will be able to demonstrate their understanding and appreciation for their stakeholders by quickly acknowledging the feedback, addressing possible solutions or suggesting having a one-on-one conversation to build a relationship with the individual.