Manish Mehta, VP Social Media & Communities at Dell used this term at the end of this videa (starting around the 3 minute mark). He talked about how employees within Dell needed to turn on their social radio to find out how well Dell as a company is perceived as doing the following "Listen" "Engage" "Act" and the Act as management consultant Dave Gardner says is not about being proactive, but being appropriately, relevantly and usefully Reactive to customers.
How are you tuning into your social radio? To anticipate what you need to do to serve your customers? How are your employees being mindful of the needs of the customers? And how can they go beyond being mindful and frustrated but being mindful and responsive?
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