You're largely right. A lot of corporations we partner with at ListenLogic say that exact same thing, that they we're so focused on broadcasting out they failed to realize or embrace that social is a two-way channel. Once they see the wealth of insight they receive on consumers, markets, influencers and competitiors they are often blown away. Upon seeing the social business intelligence we delivered on her brand, the head of insights for one major food and beverage company we recently started working with said, "I had no idea this sort of depth of insight was available. It's like nothing we've ever seen before."
Thanks for the note.