When you use the social web to draw down and analyse the conversations and networks at play involving your brand,
when you use the social web as your market intelligence tool,
when you use the social web to create trigger-based leads designed to maximize the return on your sales and marketing effort and minimize the time taken to respond to consumer interest,
when you use the social web to do much more than track sentiment trends,
when you connect the social web to a CRM system to create a virtuous feedback loop between consumers, the market, and your customer and prospect data…
the social web becomes one of your best business assets, instead of being a marketing overhead.