Social media is emerging as the hot spot in online marketing. But it's only effective if you're understanding what's being said and able to respond either individually or in broad public relations and ad campaigns. Specialized firms and analytics leaders, including IBM, SAP, and SAS, are trying to meet this challenge. And don't forget Sales force.com; it just acquired Radian6, which monitors consumer sentiment on Facebook, Twitter, Linkedln, and other social media, as well as focused discussion forums such as TriDAdvisor.
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