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Leveraging Social Chatter: Online Brand Reputation Monitoring and Management 

Marketers could keep a positive spin on consumer and client perceptions when their brand visibility was managed through a combination of media advertising and news coverage. The introduction of social networking sites and consumer-generated content to the Web has dramatically altered that landscape.  The means for customers, champions and critics to disseminate information about their experiences and opinions are now accessible to anyone with an Internet connection and a browser-enabled PC. But with a little executive attention, companies big and small can stay on the right side of the situation and get advantage – particularly if they do it before or better than their competitors.