When administrating WebSphere Commerce version 7, you, as a business user, can now use the new social triggers and targets to strike dialogs with your customers. The trigger and action was enhanced in feature pack 3, here for more details.
Now when a customer participates in social activity (blog, comment, review, or rate your products) you can trigger things like sending a coupon for a promotion:
Using the same rules editor, you can use these new triggers to customize your shoppers experience. For developers, you can check out one of the more advanced tutorials to do some pretty cool stuff – check those out here.