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There are many benefits to monitoring online conversations. First, by listening to your customers, you gain valuable market insight that is usually only available from extensive focus group testing. Second, you have your ear to the ground, so to speak, to listen to your customers' concerns - and you even have the opportunity to respond, if appropriate, and build a relationship with these customers or potential customers. Companies spend millions of dollars to identify these valuable consumers - but here they are, presenting themselves to you, just a keyword search away. That said, many companies have a hard time figuring out what their obligation is when it comes to adverse event reporting when monitoring user-generated content.
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