Your customers want to hear from you. Fast and on their terms – often times on their terms means through social media.
One thing you can do, after you give some training to employees, is allow your employees to respond to customers, using their own phones, through social media.
For example, if a customer posts on Facebook that they like a certain sweater you sell – let your EMPLOYEES respond, it need not only be you (the boss or someone in corporate) replying.
Have a look at this infographic from Bluewolf about social media and customer service.