As a real visionary entrepreneur, Gary Vaynerchuck understood earlier than lots of business the importance of being online to have conversations with customer. Not push advertising and products down their throats, no, but actually talk with them about what matters for them.
This is definitely what is going to make a difference for FMCG companies in the coming months/years: their ability to forget about the old mass market models and to switch to building one-to-one relationships, the same kind the local butcher had with your grandma in their village a century ago. Now with social media, the world is a village again and word of mouth will spread at the speed of light so that's where your company need to be.
A must read for everyone in marketing or business in general.