This document discusses monitoring social media for customer feedback. It recommends using tools like Google Alerts, retweetrank.com, and Klout to track mentions of a company or product on social media. It also suggests different approaches for engaging customers on social media - being passive and waiting for feedback, attracting customers through teasing content, or aggressively seeking out feedback by commenting on social media. The key is to review all feedback, address issues, and encourage further sharing of content.