P.S.: Please forgive me for the title of slide 4. If you can suggest me a more appropriate title, I would be grateful & update the deck with full credits to you. 🙂
P.P.S: Mitch had a blog post with some lively discussions long ago about this same topic, be sure to read it here: http://mjayliebs.wordpress.com/2010/07/18/social-hearing-versus-social-listening-there-is-a-difference/