In a recent post by Adam Metz at Social Media Today, he discusses a part of social media many companies don’t think of too often, listening. It’s one of the most important social media web strategies. One of Metz’s clients was using Twitter as a part of their social media plan, and they started out by simply observing the conversations. It’s vital to start out with this step if you have: 1) Never participated in the world of the social web or 2) There is very little conversation going on about your project in the media place. One of the best ways to listen is to read what’s out there. Build up your feeds and read them daily. When you begin to participate in the conversation, you may be surprised to find willing conversations on the other side.