Dell and Kodak are among the top marketers to have a "chief listener," whose data-heavy job involves sorting through the hundreds of thousands of monthly online brand mentions to determine what's important to the company's operations. "My biggest thing is you have to look at the context before you look at the content," said Beth LaPierre, Kodak's chief listening officer. "How many views is that video getting? Is that person an influencer? Do we need to contact them?"
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