What does it look like when a company uses social media to reward happy customers, rather than encouraging its critics to broadcast complaints? Or when it focuses more on social business rather than media?

This is Dan Moriarty’s, director of digital strategy at Hyatt Hotels, philosophy around social business that he’s developed over the years working at Mediaedge in London and Resolution Media (across clients like Nintendo, Monster and Bank of America) before joining Hyatt in 2011. In2 talked to him about what it takes for a brand to understand social’s power beyond influencer relations.

See the full Q&A with Moriarty at In2.