In order to redesign social programs to deliver value to customers and avoid getting culled from a social stream, businesses will need a better understanding of consumer wants and expectations. Asking them what they want is a good start. This can be done through surveys, customer service prompts or other creative means that may already be in place. The answers will reveal the ingredients necessary to design a relevant and valuable social media formula. In every strategy moving forward, businesses must also integrate feedback loops to learn how programs are performing and how best to improve them over time. Whether social media is a combination of discounts or special promotions, thought leadership, social commerce, or entertainment, customers should drive the elements of companies' social media design. This is the way to better engage customers by giving them, the audience, what they want. Get the full story at Harvard Business Review