Cynthia Boris:

The FedEx / Ketchum study also reveals a trend toward social listening. Now, we aren’t just using social media to broadcast our message, we’re using it to conduct a two-way conversation with pa tners and customers. B2B companies in particular said that this tactic has led to an increase in innovative thinking and stronger business relationships.

Seems to me, it should be all (ok, at least mostly) about not broadcasting our message. Just pushing out your message gets you questions like this.