Leading B2C (Business to Consumer) companies have invested in Listening Centres where they monitor real-time conversations and web analytics in order to gain immediate insights, start dialogues, diffuse critical issues and observe competitors. They use sophisticated dashboards of real-time information on keyword tracking and competitor share of voice.
There is a commercial from Gatorade on Youtube which gives a high-level overview of their Mission Control approach.
There is a more detailed and informative video about the Dell Social Media Listening Centre on Youtube.
Cisco is an example from the Business to Business world.
If you want to understand your customers and engage with them then you have to listen and respond. Resourcing this kind of monitoring and response facility is essential for any company.
