However, the Dell-commissioned report also found that only 6% of companies consider listening and digital engagement to be integral to their organisations.
The results, which came from a survey of 200 US companies, explore the challenges and benefits of monitoring feedback from the numerous digital channels now available.
Though the importance of listening online has been hammered home from all corners for years, it seems that still, even though brands recognise its importance - many are still yet to truly use the data to its maximum potential.
This supports findings from Econsultancy's State of Social 2011 report, produced in partnership with bigmouthmedia, which found that apart from Twitter - only a third of companies said they were only doing 'well' at a range of social media-related activities, including listening and monitoring, engaging customers.
(Click on infographic for a larger version.)
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Econsultancy's State of Social Report is the most comprehensive study of its kind around the strategies, tactics and websites companies are using to harness social media for marketing, sales, customer service and other business objectives.
Econsultancy also publishes an Online Reputation and Buzz Monitoring Buyer's Guide which is aimed at those who are investigating the market for online reputation and buzz monitoring technology, with profiles of 15 leading technology and tool providers.
David Moth is a Reporter at Econsultancy. You can follow him on Twitter.
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