It is very important, but we use it in the sports industry. That being said, we don't have your basic "customer care" strategy like other B2C companies do. Our social media team is there more for sharing team news, as well as other needs such as ticket sales and promotions and general content.
Spredfast is our main source of social analytics, which we track regularly. It is used in our weekly, monthly, annual and special circumstance reporting to look at what fans are saying about us and how they are engaging with different levels of content. It is a great help in showing other departments which content of theirs is or is not working.