Listening is overrated

03/22/2012 | Forrester.com

Simply listening to social chatter doesn't do brands much good, writes Zach Hofer-Shall. Counting brand mentions or Facebook "likes" doesn't achieve anything unless it's used to guide real action, as part of a broader "social intelligence" strategy, Hofer-Shall writes. "It's 2012, and we're still passively -- without purpose -- collecting social media," he writes.

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