We got very similar results in our survey.

What’s interesting is that both your results and ours show that few are unlocking what I see as the real power of social media–listening. By listening, I mean listening for prospects and customers needs, wants, buying preferences, and pet peeves with their solutions or those of the competition. The time to do so is now–before the review sites (such as The Security Scoreboard and Yelp) sprout up in your industry. By then it’s too late, and all you can do is react.

So, I second your advice and add start with listening–not for the beautiful sound of your own name but for trends that will affect your most promising prospects needs and opportunities. Don’t know where to begin? Search on “listening tools” and find many free resources.