The report was comprised of 250 companies surveyed to determine how companies can successfully compete in a world in which Web-based consumer-generated content is marginalizing the value of traditional media channels.
By blending the use of social media monitoring solutions with marketing dashboards (57%) and campaign management tools (60%), Best-in-Class companies were able to gain a clear insight into the effect of marketing promotion on consumer sentiment, according to the report.
--Gavin O'Malley