Over the last couple of years, social technologies and applications have emerged that allow interactive marketers to listen to what’s being said about their products and brand online. Smart marketers are now using this feedback to know when and where to engage with consumers on the social web. However, listening by itself is only half of the equation. Marketers must not only listen, converse and engage; but they must now act. By taking the collective knowledge and feedback from the community and using it as source of innovation and change, they will have the opportunity to create strong brand advocacy. I wrote this article last week for my company blog, Edelman Digital, that explores this topic in more detail. I would love your feedback! Thanks.