Best explanation for social media CRM to date

At Cloudforce Seattle yesterday, Salesforce.com gave the best explanation of why you need to monitor social media for CRM, especially in Support/Services.

Your customers have already moved there.

Do they go to Twitter, Facebook or LinkedIn first to find answers? If so, how do you monitor and answer those questions? Are you able to create and reuse content? Being a Salesforce.com event, they demonstrated some impressive ways to monitor Twitter and create self-help content for use by CSRs and customers. If your customers are already there, you need to be there too. As the rapid rise of Twitter shows, you will have to be more nimble and react quicker in the future.