The lesson: Happy Customer = Word of Mouth exposure
This whole social marketing thing is a perfect example, but I almost feel like with the big stores and big box brands, it's starting to feel tainted. Macy's had a "check in here on facebook and get special deals" sticker on their doors. All the big companies have their twitter accounts staffed with cheery most-likely customer service specialist.
You CAN NOT fake personal service and a genuine story. This is the beauty of the small business. But you do need to get out and meet some of your customers face-to-face. It makes a world of different once people know you as a person and not just a brand.
So if you build it, they will come... for the most part. I'm not sure how much of a market there is for bedazzled tube socks.