The ability to listen to conversations already happening before you join in is key. Any brand worth its salt realises that it needs to be able to play a part in the real world of its customers. And the only way to play that part, is to understand what is going on that world. Understanding can only come though listening.
Of course listening comes in many guises. Yes, the conversations that are taking place on and off line are important, but listening also includes taking note of what is happening...customer actions often speak louder than words. So key to listening is an understanding of the insight that can be gained by looking at the data we have readily available to help us make sense of customer behaviour