Social media gems from TWITs

Was reminded today of something one of guests on This Week in Tech said recently: "people are much more critical of you when they think you are not listening."
That sounds like commonsense but it is often forgotten in the business case for organisations participating in social networking.
If there's a better reason for communications people to understand Web 2.0 and make sure their firms do too I don't think I've heard it.
It certainly proved true for me at Dell.
Here's the full podcast TWIT#180 (the gem is from Pete Cashmore of Mashable's at 20:50).