Executive Summary (This is a document excerpt)

Consumers continue to use social technologies to wrestle control of brands away from organizations. Marketers operating in this hyper-inclusive environment must go beyond simply tracking brand mentions and impressions and get at the root of the discussion. Enter listening platforms. Listening platforms are an emerging technology solution category — with origins in the brand monitoring market — that allows marketers to track discussions, understand sentiment, identify influencers, and use the resulting insights to improve market research, positioning, and overall marketing strategy.

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