Social media is intrinsic to our daily lives, on average we spend nearly 200 minutes per day scrolling through news feeds, posting photos, liking comments and sharing our experiences. As we shift to look at the business value of social media, it provides marketers with the opportunity to access customer feedback.

Since its inception, social media has served as a global soundboard for sharing. But what is most important today, isn’t just listening. It’s about the next...