While social media offers company the chance to champion and advance their brand, it offers up achance to answer the call of customer service on entirely new levels. Some companies, slow to embrace the medium, shy away from the transparency of social media platforms like Twitter and Facebook. However, we’re proud to see some companies embracing it; companies like La Aurora, who answered their Twitter followers’ calls to produce a particular cigar that blended a favored blend in a previously non-released length.

It came to be known, by La Aurora, as the 107 Lancero Project. The company’s Twitter stream kept being inundated with requests for a lancero size in the 107 blend. Not just once or twice, but repeatedly.

The interesting thing about using social media as a brand is that you have a rare opportunity to hear from, and respond directly to, your individual consumer. The platforms allow for direct message delivery, or “wall” or “tweets” to companies – the potential that your customer feedback will be heard is 100%. Companies who maximize on consumer feedback strengthen the bond of loyalty person by person. However, the potential for backlash for companies who manage their accounts poorly also exists.

We’re glad to see a case where the former happened, especially since it resulted in a new premium cigar to be experienced. Way to go, La Aurora!

If you’d like to follow La Aurora on Twitter, they can be found at: twitter.com/joseblanco809. Big thanks also to Cigar Aficionado for covering the story. You can also follow them on Twitter (I know we do!) at: twitter.com/CigarAficMag. And you can find us on Twitter too, by navigating your Twitter profile on over to: twitter.com/cigarlibre .