Let's face it, the average communications professional knows how to talk. Through press releases, internal blast emails, intranet articles, and through things like traditional marketing and publications. This is what many of us learned in school, spent years practicing and putting into action in the corporate world. This is what we all had become used to until folks started talking back to us.

The game has changed across the board for those of us responsible for social computing initiatives. Sure, all of the above efforts still exist and have their place, but now there is more to add to the plate. Who's responsibility is it now to listen? Simple answer? All of us.

Now, when you put out a press release, odds are someone is talking about it on a blog somewhere on the www. Put out an internal blast email and someone is blogging about it on your intranet (assuming they are fully versed in your social computing guidelines). Write an intranet article and (hopefully) your stakeholders are commenting, discussing, debating, working together in raising awareness and strategizing toward the future. Post marketing materials on YouTube or www and the public will surely comment. You get my point...

Do we all know how to listen to what our stakeholders are saying? Are you tempted to delete bad YouTube comments? Is this wise to do? Are you unsure about how to engage and react to criticism and constructive discourse? Do you even realize this is sometimes all your stakeholders want/need to feel confident about your brand - some respect and intelligent discourse? Does your organizational culture support and enable this kind of work?

It should.