It is important because it can help companies better understand their customers, find complaining or frustrated users that need attention, evaluate brand health and campaign performance, carry out competitor analysis and benchmarking, prevent and manage crises, and find brand advocates and influencers to amplify their brand assets.
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About the Author: Carmen Yeung
As a marketing associate at Synthesio, Carmen creates content related to social intelligence and marketing by making connections between Synthesio's software and real-world applications. She also works to monitor and optimize Synthesio's social platforms. Outside of work, she enjoys reading, dabbling in art, and spending time with family and friends.