Executive Summary (This is a document excerpt)

The growing popularity and influence of social media makes listening a critical research and insight generation activity. Marketers are turning to listening platforms to harvest the rich trove of consumer conversations generated across all social media including blogs, message boards, and social networks. These platforms deliver a variety of listening metrics — like conversation volume, sentiment analysis, customer segmentation, or message reach to support marketers across a range of different listening initiatives including campaign analysis, crisis management, competitive analysis, and market research. But marketers run the risk of wasting their efforts by over-collecting and underutilizing the listening platform data. To derive actionable customer intelligence, marketers must first choose their listening goal(s), then find a vendor that best delivers the metrics they need, and then combine those listening metrics with the output from other measurement programs.

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