Social networking has been and continues to be a cultural phenomenon. It is quickly also becoming a business phenomenon. Increasingly, current and prospective customers are using social networking to communicate about the products and services they buy or intend to buy. Leading enterprises have recognized the importance of tapping into these customer-to-customer communications and are following a number of paths to learn, participate, support their customers and in other ways leverage these social conversations for their business' benefits. This market insight discusses some of the market trends, business drivers and challenges, and highlights some of the contact center and CRM vendors in this space.