Bill Ogle, CMO of Motorola Mobility, shares an example of why "listening" is so important. A marketing lead from his company noticed a growing frustration with upgrades for one of their products in Europe. So he went online to field questions, address comments and document concerns, then shared the findings so the company could apply the learnings. Ogle sees Gatorade as a trailblazer in this kind of social-media listening and a model for his company moving forward. Motorola now monitors mentions and discussions of the company across the internet so they can address feedback - positive and negative - in a timely fashion.