Not only are they keeping it fun and answering any questions thrown their way, they also occasionally create viral videos to show their products strength and durability. Check out the latest below – it will have you squirming in your seat!

What is most impressive about this strategy, is that Ross has done all of this in-house. While most companies now are turning to their PR companies for help, it takes a tremendous amount of dedication to create something like this in their own building. And, in my opinion, a company is better served doing it in-house, as they have someone there on-site who knows the day to day operations.

So, hats off to Geoff and the entire Ross team for diving into the world of social media and running one of the best campaigns in the industry.

Find Ross on Facebook, Twitter, and YouTube

Why oh why would a business begin a social outreach program and not talk to their customers? In my business, I ask a lot of questions, or just want to communicate with local fly-shops, larger fly-fishing companies, etc. However, only a small portion of these businesses actually communicate with me. So, you know what, I’m more persuaded to come buy gear from you than those who ignore me (and others). I’m also more likely to promote their products/services than the other guys’. It’s more than customer service, it’s the entire principle of social media.

For example, there are several companies out there that actively engage with their customers and peers. Ross Reels, Costa Del Mar, and Hells Bay Boatworks are doing a great job on their social programs. They’re actually engaging with people. And when people are talking to them, they actually try to engage others into conversation! I know for a fact that Ross Reels actually utilizes their social strategy in-house, which has huge advantages. If you need facts or other information, they know it and respond. Other companies use their PR companies to engage in social media, which, while it can work, they may not know the answer to a question or be able to solve every issue. However, the right PR company can do wonders for you’re presence in multiple places. An example is Outside Media in Montana. Small crew of great people that manage multiple large clients in the outdoor industry.

I’d also like to highlight a non-fishing company in this – Comcast. It was quite a while ago, but I had an appointment for a tech to come to my house to install my new HD box. Ten minutes after that two hour window had past, I get a call from support telling me they are out of HD boxes and needed to reschedule for the next week. As you can imagine, I was a little upset (to say the least). While on hold with customer service on my phone, I happen to be sitting in front of Twitter and just sent a simple “Damn Comcast” comment out. Within minutes I was contacted by a @comcastcares who told me to hang up the phone the phone and proceeded to ask questions about my issue. Next thing I know, I had a tech scheduled at my convenience (yes, a specific time), and they waived all fees for the tech. To this day, I don’t ever call Comcast support over the phone, I just contact them on Twitter and they can setup or give me advice on anything. Now, THAT’s how companies should be using social outreach and customer service.

To end this little rant, I want to say thanks to everyone who understands the meaning of ‘social media’. It’s there for you to engage, not to simply say ‘we’re awesome’. I didn’t want to use any company names that don’t harness this ideology, because there’s no need. You know who I’m talking about friends.

SAA is also running a photo contest on Flickr – “Where’s your No Pebble sticker?” There’s already been several submissions and the @NoPebbleMine Twitter site will send you one if you don’t have one already. They’re looking for the most creative ways you’ve used your sticker, whether it is on your car, your boat, a random sign, or, as you’ll see on the page, on your butt! Join and submit your photo on SAA’s Flickr site here.