For marketers, social chatter is only the beginning

05/26/2011 | MediaPost Communications

Social buzz is a powerful marketing tool, but it isn't the "Holy Grail of consumer intelligence" that it's sometimes made out to be, Alan Zorfas writes. It's good to know that consumers are tweeting positive messages about your brand, but the deeper question is why they're doing so. Only by understanding the emotional drivers behind social chatter can marketers create truly effective messages for their brands, Zorfas argues.

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