Are you ready to listen?

Yes, social media is important. Interactivity is important.. blah, blah, blah..

More important: Are you ready for it? As soon as open the gates, there will be all sorts of conversations happening. Are you ready to deal with them? Act upon them? Show everyone - you care.

If not, you may just fall flat on your face, as you try to keep pace. Have you calculated the cost of not responding once you open your interactivity channels? Is your business process geared up well?

And yes, the quality of your groups does matter. Its important to know whom you are talking to? Understand the market reputation of customer, and the impact they can make on market. Even a small customer might make a big impact in market.

EDIT: another interesting post on same subject matter "Don't listen to your market"