This is a guest post from Jim Mitchem. Jim is a father, husband, copywriter and founder of the virtual ad agency smashcommunications, llc. You can find him at his Obsessed with Conformity blog, and on Twitter @smashadv. One of the things I hear most often from colleagues who attempt to justify why big brands need to be involved in Social Media is, ‘Don’t you want to know what people are saying about you?’ Only, this is a very passive position….