Bringing the 80-20 Rule to Social Media
It's difficult, yes, to listen more than you talk on social media since the channel is very much a broadcast network. That said, there are some brands providing examples of following marketing’s 80-20 rule and to great effect.
By focusing more on their followers than themselves, they are setting up their brands for greater engagement riches. Read, "Refocusing on Social Marketing's 80-20 Rule."