You might not exactly know what the process of listening is in relation to social media, so I decided I'd break it down for you. There are several rungs on the listening process ladder. The first is data. You get a lot of data, you get a lot of value. The next is to listen. You put a microphone up to the data. You can't just listen, otherwise all you are doing is accessing readily available streams. Then you interpret the data by discerning what data refers to a companies needs. Organizing the data is the fourth step. This is where the graphjam skills come in. You have to make sure the data is set up in such a way that a company can easily identify what streams belong to what. Then you need to rank it. A social rank is incredibly important. You need to know this to have that competitive edge. Action is the second to last step. This is where you interact with the customer, having built various tools to get to the end means. Opportunity is the last step. Not a lot of companies get here. This is where you create a sustainable relationship and methodical approach to ensure repeated ROI for social media.