Why it Matters: Our thoughts and feelings have all been poured out into social media, so who can blame brands for mining all of that content to help them understand what’s being said about them? We discovered in the early days of social media that brands no longer “owned” their brand anymore—anyone could talk about it, and there was no longer assurance that the brand message was being protected. The emerging trend is around brands competing for this type of information and partnering with technology to be the ones to “own” it, so they can resell it as data or use it for their own strategic planning.
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