Description: B2B companies lag behind their B2C counterparts when it comes to using social media to track what customers are saying about their brands and following up on that feedback.

Source: eMarketer.com

Date: June 08, 2012

Link: http://www.emarketer.com/Article.aspx?R=1009104&ecid=a6506033675d47f881651943c21c5ed4

Questions for Discussions:

• What does the article say about firms using social media to track their brands?
• What is actually measured?
• What are the implications for this sort of research?
• How should managers interpret this sort of data?