More on how to use social media to see the unsolicited feedback from your customers. The reality of preceptions about your brand being developed or influenced at an amplified level by social media can be hard to adjust to. If your executives do not engage in the ambient intimacy of social utilities or the intellectual prototyping of the blogoshpere, they may not see the ground swelling beneath them (I remember pitching an e-billing platform to a KPMG Investments partner in the UK once 10 years ago - they were dismissive of internet users as the "raincoat and wellies brigade").  Social media conversations however are simply a turbo-charged version of conversations that take place everyday in cafes, bars and parties. Tools such as bots and crawlers offer an unprecedented and piveleged means of listening into what is said. Listen and act - imagine their surprise as you take the wind from their sails - and then tell everyone about it.