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May 29, 2013

PRSA Director at Large Comments on Extensive Use of Social Media Software by Big Name Brands

PRSA Director at Large Mark W. McClennan, APR recently commented on the use of social media monitoring tools and explains the value this presents for big brands in a May 27, 2013 Newsday New York article.
Companies like MasterCard are using social media software to track the conversation happening online. Each and every single mention is scooped up by a social media vacuum displayed on 40-foot LED screen inside MasterCard’s Purchase headquarters.
McClennan explains that “companies invest in social media monitoring software for a variety of reasons: keeping an eye on the brand; gathering business intelligence; learning of trends; engaging influencers; serving customers, and responding to crises.”
 Most executives tracking these mentions are looking to pick up on statements that could potentially impact the brand’s image in a big way, positively or negatively.
Read more from Newsday on the uses of social media software and how brands are capitalizing on this level of monitoring.
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