“Social media publications and interactions that happen in real time allow brands to tap into the client's voice, identifying trends, interests, pain points, social context and other key aspects that any communications specialist needs to fine-tune the marketing strategy.”

Daniela Orozco

Head of Market Research, AMVO

“The essence of maintaining a strong brand is understanding what is being said about. While brands are not always mentioned in conversations, it is crucial to catch the dialogue and be able to understand the sentiment, and what opportunities or risks sit within."

Kristjan Mar Hauksson

Digital Evangelist, Pipar\TBWA

"In order to collect useful insights from online conversations, you need to be able to look back to a year of historical data to pinpoint key industry moments and identify the next trends that will be part of you communication, and the influencers that will contribute to and relay the messages of your brand."

Anne-Laure Barieraud

Head Of Digital, Omnicom Public Relations

"As the din of marketing messaging continues its unabated assault on consumers, the art of listening to the audience has never been more crucial. That's how successful managers tune in to the voice deep within an unearth a goldmine."

Prasad Sangameshwaran

Editor, ETBrandEquity.com

"If we've learned one thing from 2020 and COVID-19, it's that consumers are demanding brands make changes and go a step further. This means that monitoring consumer conversations is crucial for brands. It means they have to go beyond social media, blogs, review sites, and go offline. Brands must gather data from a variety of sources or risk having only half of the story."

Rachel Gallagher

Digital Lead, Dury

"Conversations play a crucial role in a company’s brand awareness. Whether it’s from your prospects, customers or the media, it’s important for PR pros to monitor what's being said and by who to fully understand how their brand is being perceived. In today’s 24/7 news cycle any conversation can be amplified in seconds. If your team has early insights they can take swift action to change company positioning and communication."

Greg Galant

CEO, Muck Rack

"Without feedback, we can't act with precision. At the beginning of the pandemic, there was more movement in communication. In the meantime, a kind of "paralysis" has set in ..."

d.timm/Frau Holly

Head of Marketing & Communications, UNIVITA

"Customer conversations are the fastest way to become smarter about how we can solve their problems before they happen. When one customer experiences a pain point, chances are others do as well. The faster we recognize the pain point, the faster we can build solutions to remove it."

Shawn Kallet

CEO, DeepWater Strategies

"Consumer conversations are extremely important to me. I livestream regularly now and the highlight is definitely the immediate feedback I get from the questions and comments."

Keith Keller

Twitter Video Marketing Specialist, keithkeller.com.au

“We know that every brand needs to know their audience. What’s changed is that the conversation is no longer between the brand and their audience but between the audience themselves. If you combine conversational data sources and listen deeply enough, these conversations will tell you what to do, and how to sell and deliver experiences..”

Dr Jillian Ney

Founder,Social Intelligence Lab

“The need for external data sources is more important than ever to understand the market, the customer and the context.”

Jonny Bentwood

Global Head of Data and Analytics, Golin

"Social media has transformed the world. Monitoring online conversations is essential for brand equity, as it allows us to anticipate and interpret attitudes and opinions, as well as measure success of our campaigns. No brand today can survive without monitoring online conversations."

Lucia Domville

Director, Grayling New York

“Conversation monitoring is key to making data-informed - and valid - decisions. I have been an advocate for social listening, from the early days. Now, the growth of conversational platforms calls for expanded monitoring. Why? These are the best sources of information coming directly from existing and potential customers.”

Samuel Pavin

Founder and Principal Consultant, Resumption

“During these unprecedented times, there is a drastic shift in social behavior, as people move their offline presence to online. As consumers get better at expressing themselves online, brands are recognizing this shift and there is increasing focus on social listening to understand their audiences.”

Nauar Kuswadi

Social Media Listening Manager, Vaynermedia APAC

"If you want to know what people actually think about your brand, forget about reach and frequency and listen to what they're saying. Social media monitoring is how you mind the gap between what you say versus how people feel about your brand."

Eric Schwartzman

Digital Marketing Author, Speaker & Trainer

"Conversation monitoring allows brands to understand their consumers needs and wants, which helps the development of marketing strategies that are directed to the right target audience, and the ability to generate leads from potential customers. It also allows brands to engage with their consumers for both positive and negative posts."

Andrew Pinto

Head of Marketing, Mudah.my

"Social listening is not the only way to know your audience. Beyond the vocal, active audience that exists around a brand, there is also a more passive audience. The one that follows a brand on social media, who engages (or does not engage) with its publications, and that needs to be known and taken into account."

Anthony Boucharel

Senior Analyst, We Are Social

"Brands are more empathetic and caring about their customers’ needs. These are sensitive times and mere marketing or selling won’t work. Brands are really listening to what their customers are saying online. Agility is the key now – be it in offering a more personalized customer experience, creating value, introducing innovations."

Bijoya Ghosh

Founder, Adgully