Every morning while getting dressed I have The Today Show playing in the bathroom. I enjoy catching up on the news and getting the forecast for the day’s weather.

At least until the commercials come on.

Whether you like it or not, people are talking about you, your brand, or your organization online. Right now. Do you know what they are saying? Do you like what they are saying?

As I have outlined previously, one important component of a social media strategy is building an “outpost.” This is a sort of intelligence agency or “listening station” that allows you to monitor online conversations. Anytime someone says anything about my company—or me—online, I know within minutes.

Several years ago, when I was in business for myself, I had a client who was really “high maintenance.” By that, I mean he was someone who had unreasonable expectations of me and my company. Unfortunately, I didn’t see that on the front end; I was too focused on “the opportunity.”

The second you open the email, it’s obvious. The sender is not happy with you. Not even a little bit. Something you or your company did or said provoked this valued customer to hammer out a blistering note of disapproval in which they threaten to transfer their allegiance (and their money) somewhere else. Usually to your arch-rival.

I am constantly shocked and amazed at how badly some people and organizations understand and use Social Media. Some, it seems, believe that Social Media sites are places to advertise and nothing else, but surely that defeats the purpose of these sites being “social.”