Since 2009, social media usage turned commonplace at an astounding speed. According to some estimates, 600 tweets are sent per second globally and a higher number of messages are exchanged on Facebook – about 700 messages per second. The impact of this can clearly be felt in the corporate world, as a tipping point has just inched closer. What prompts companies to channelize funds in social media is that it has shifted much of the almost always labor-intensive market research work of intelligence-gathering and marketing efforts of brand building to the customer. Surely the bandwidth of social media is very wide and the noise level is little too high, but a right tuning and intelligent filtering can allow you to hear the true voice of your customer.