This same mindset about service also led to one of my favorite social media innovations.
I think the norm when you're considering a new social media program is to think about what it can do for you -- how much traffic it can bring you, and so on.
We started our Pinterest presence because we saw something helpful we could do for our customers -- specifically, the ability to group different kinds of decks and case studies. (See our collection here: http://www.pinterest.com/haikudeck)
Over time, we've built out a collection of more than 80 boards and 2,000+ pins, and if we know one of our customers is an entrepreneur, or a realtor, or a teacher, we can quickly share the most relevant examples and content.
This customer-first approach also scored us an awesome, unexpected hit on a top EdTech blog, "76 Ways to Use Haiku Deck in the classroom" (http://www.freetech4teachers.com/2013/07/best-of-2013-so-far76-ways-to-use-haiku.html#.UdncAkHrwXY)
Incidentally, Pinterest is one of our top 10 traffic referrers to our website, so it turned out to be a win-win.