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If you have listened carefully to the opinions of your customers, paid attention to their changing wants and needs, and heard the wider conversations in your field, then you are in a far stronger position than ever before to understand and capitalise on the dynamics of your market niche.

Some of the best comic material comes from listening in to conversations on the local bus. A journalist’s best source is the trusted insider to conversations and events as they unfold before they become public. In business, having access to timely information, often gleaned from conversations round the water cooler, can profit the individual and potentially damage her company.

Our for-profit clients often challenge us to show them new ways to improve their ROI on online engagement and social media technology. It's not hard to show how improved customer satisfaction and increasing self-service can reflect directly on the bottom line.

We're now being asked more and more by not-for-profit organisations and charities to show them how their online activities can translate into benefits for them as an organisation - some of the less obvious and palpable benefits.