If you're not convinced that social media warrants serious consideration, consider some basic facts: There are more than 800 million active users on Facebook who "like" or comment on more than 2 billion posts and share more than 30 billion pieces of content a month. Twitter has more than 100 million active users generating 230 million tweets per day. In addition to social networking sites and blogs, there are comments on traditional media and e-commerce websites, review sites such as Epinions and Edmunds, content sharing sites such as YouTube and Flickr, collaborative projects such as Wikipedia, and even government-sponsored reporting sites. In the past, a dissatisfied customer told 10 friends; now they tell 10,000. People are talking about their experiences with your products - and your competitors' products. The ability to monitor, measure and manage those perceptions has a significant impact on your ability to detect field issues, differentiate your products and increase profitability.