Real Engagement Trumps Social Media Listening

Direct feedback from consumers improves the accuracy of consumer sentiment insights gained by social listening tools PHOTO:

Good customer intelligence can be as precious as gold for a brand’s marketers and business planners. Unfortunately, many companies are chasing after fool’s gold in their intelligence-gathering by using passive methods to monitor social media rather than engaging directly with customers.

Making effective business decisions, including those involving what-if scenarios and in-the-moment opportunities, requires focused intelligence and real-time information. Social media monitoring alone can’t provide the information…

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