The social current

"With the rise of social media, listening is more vital to business than ever ... Whether you work in small boutique, a bank, a PR or ad agency, or are a private consultant, this book provides a simple, actionable guide to what it take to set up a social media listening program that enables you to: monitor conversations around your brand and industry; seek out opportunities and threats; respond to customers around the issues that matter to you; drive insights for creative marketing and product development; evaluate what content is resonating with your audience and measure program success"--P. [4] of cover.