Who's Listening?

Interesting study by Markettools a couple of months ago that postulated that 94% of companies do not use monitoring of social media to find out what customers or prospects are saying about them.

Actually I'm surprised 6% do actually listen to customers via social media. Is this 6% of the 18 million companies in the world - are you telling me over 1m companies are using social media monitoring - or is this 6% of the top ten thousand companies in the USA? Probably the latter. Radian 6 - who my guess is the leader in the field right now - claim 1,700 customers.

I don't see anyone debating the value - so if only 6% are actually using this type of service, then it must be because of education and accessibility.