There are a bunch of technical solutions to assist and the embedded presentation talks about one of those Twitter. The presentation has some great examples of the effect that twitter is having and does give us some food for thought in this area.
Twitter for Public Relations
I will certainly be talking to the marketing teams about twitter and other solutions but actually the real question is not how we can penetrate the market better but "why do we want to engage our customers".
If we can answer that question clearly the technical solutions become clear.