Are you listening?

A presentation given at Warc's Online Research: Now and Next 2012 conference that looks at present trends in brands' social media activities.
The primary value of social media platforms is in generating earned media; brands should, it is suggested, align their businesses around metrics like fair share, reach and advocacy. (Other metrics such as volume, Facebook Likes and sentiment are less useful.) Generally, social media can also identify consumers' "pain and passion points" as they travel along their purchase journeys....

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