Why marketers should learn to listen

12/2/2011 | eMarketer

Social media marketing should be about measurement as well as outreach, says Clay McDaniel. Social chatter offers valuable insights into the performance of both online and offline marketing campaigns, if brands can learn to listen to and analyze that data effectively. "When people sound off, whether it's negative or positive, that's really useful feedback for businesses that are spending millions of dollars on their marketing and sales activities," McDaniel says.

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