How passionate are your customers? Are they talking about you online? You might want to check Google. But don't stop there. YouTube, Flickr and MySpace should also be on your list of sites to search.

Target and IKEA have looked for customers online and listened to them to each retailer's advantage.

Slave to Target is written by a wild-mannered consumer that considers a visit to Target retail therapy. Her blog states: "Seriously- Slaves To Target hide Target bags from their husbands, we make up excuses to go to Target, we simply feel orgasmic by the thought."

Target's response? They bought advertising on the blog. Slave to Target might not like everything Target does or sells, but rather than trying to quiet her down, they wisely "enable her addiction."

IKEA announced yesterday it is coming to Cincinnati. And, as a proud Cincinnatian working for a retail design firm that appreciates IKEA, I'm pretty happy about it.

This was no surprise to Jen Segrest who runs the OHIKEA blog. Segrest has been holding vigil, begging IKEA to locate to our fine state. Her thoroughly blogged prayers, wild guesses and analysis paid off.

Is OHIKEA responsible for the Swedish retailer locating here? Even Segrest will tell you, no. But I can guarantee you the company follows her blog from afar. Companies can get some interesting insights from a passionate customer who is so focused on your company that she started writing about it on a daily basis and even made the pilgrimage to your nearest store in Pittsburgh several times.

Are your customers this passionate? Are your customers online? There's only one way to find out. Whether you find passionate or peeved customers online you can only benefit from looking for them, listening to them and, as it makes sense, joining their conversations.