The current technology explosion, particularly in social media, has made it easier for consumers to have opinions and for marketers to listen to them. At one point, businesses believed they controlled their brands, but brands are now in the hands of strangers. Isn't it about time everyone got acquainted? To ask the question in a different way: What are marketers doing to corral and measure this explosion of brand sentiment? The industry needs to start by harnessing social networks and media platforms to drive and refine testing.
