People set up their company’s Facebook Page and Twitter account, pulled together a social media team to start generating engagement, and now they've got a decent audience involved in conversations about their brand. Great, but where’s the real value? It seems most companies understand that they need to take advantage of social feedback; however, many aren’t doing anything about it. In fact, 85% of marketers think that customer insight is the best potential advantage of using social media, but only 6% of businesses are actually using social media to collect customer feedback, according to a late 2010 survey.