Social Media ‘listening’ should be a part of every company’s strategy to get feedback and learn how to improve their products and services. And to offer a quick and easy web presence folks can address you at. And this is all FREE! It also provides easy ways to conduct conversations with your customers in a non-sterile comfortable manner. people are much more likely to let their honesty hang out than if they were in person at a focus group. People inherently don't like offending other people even if it means telling the truth, when the other person is right there in front of them.
BUT Social Media is not a viable advertising platform because people find the networks private, kind of like walking into someone’s home so they don’t want to be intruded on. How you feel walking down the street chatting with your friend and every time you mention a word that relates to a product an Ad gets pumped in your face? That is what Facebook dreams of.
So as much behavioral information a Facebook or Twitter has at their finger tips, people do not wants Ad’s cluttering their conversations, and the high level of clutter makes it really hard for a Brand or Business to even get their information read. Much better channels for advertising than social media as it exists today.