Retailers ramp up monitoring of social buzz, online reviews

06/11/2013 | CNBC

Retailers are increasingly paying attention to every online review and social conversation that mentions their products and brands, with some dedicating staffers solely to the task of monitoring the Internet for brand mentions, said Tod Marks, Consumer Reports senior editor. "They have to take these things seriously. There are more avenues for consumers to go negative on a company and be heard by a variety of people," he said.

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