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Tracking online word-of-mouth: The people vs machines debate

It seems to me that automated systems enable you to look back at what you did and what happened, but they don't function as well to inform what you should do going forward. One of the fundamental challenges I see with automated systems is they only look for what you tell them to look for. One of the primary purposes of media monitoring ought to be identifying new issues as they arise but before they are serious challenges or opportunities. Getting this glimpse of potential futures enables communications practitioners, and even businesses as a whole, to act strategically. Communications can manage media relations and businesses can manage products, services and policies against emerging issues. So, it seems to me, human monitoring gives an organization a better foundation for competitive advantage.

16-Jun-2009

5:45 pm