Fewer than 10% of your customers will follow you on a social media platform.
When talking about what’s of value, 90% of customers never mention a brand.
So if you only look for brand mentions you will waste perhaps 90% of your sales opportunities.
Instead, you need to know who you need to connect with, talk to and sell to, based on the comments actually made by consumers (and the sentiments behind these).
And you can find these on the social web. Just don’t just look for mentions of your brand.