Value of Social Listening

Good thoughts.  In Clickz: Can digital marketers collect valuable data by exclusively listening to social chatter? Here's why it's important to accumulate and analyze consumer insights from diverse sources.  ...  " 

P&G's Listening and Response Post

In AdAge:   Many companies do this, but the details are interesting here.  Create a near real time interaction with flows of data.   Visualize and mine it to make mid-course corrections in tactics.    And most importantly, respond to the chatter as it occurs.  " ... Procter & Gamble operates what they call the "Tide Newsdesk" to rapidly respond to social media chatter, says Global Brand Building Officer Marc Pritchard. One notable effort took advantage of NASCAR workers using Tide to clean up a fuel spill at a race, and it resulted in 350 million impressions. The Newsdesk also allows the company to handle missteps, such as in a poorly received Pantene push.... "