With the wealth of information posted on the internet, from blogs to tweets to Facebook postings, businesses often fall into the trap of thinking that it's straightforward to figure out what people are saying about a brand or a product.
However, the "war stories" of brand research and reputation management mistakes are numerous. Even a veteran like Apple found it difficult to counter concerns about working conditions in its Asian suppliers, and that those concerns spilled over into their overall reputation as a "corporate citizen."
Things like this happen and are hard to manage because there is just too much information. You need a way to intelligently research and mine this information for what is important, and to identify what is not. Business Intelligence can't do it—that looks at structured data where trends and connections are more straightforward. Rather it's a job for content analytics, which look at unstructured information and the "language" of online interactions.
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