Gatorade... Mission Control... How to engage with consumers?

Is social Media Monitoring a new trend? I don't think so... but it seems that brands around the world start to wake up and give a look to what they consumers say online! Nice! Here below you can get a first idea of the power of smm to learn and engage with your consumers... This is a video realised by Gatorade...

As a chinese prover says: "To listen well, is as powerful a means of influence as to talk well, and is as essential to all true conversation"...

What if you start giving an ear to what people are saying about you?