Customer engagement science
Big brands tend to hide behind muddied customer engagement metrics because they're afraid of what's really being said about their company, or they don't know how to manage the conversation online. But the flipside is strategizing those conversations before and while they happen more often than not results in increased brand loyalty and rich community content, because it shows responsiveness. People like to know which brands are "alive."
But each platform is different. And what is said where, when, and how can get complex fast - and daunting when compliance concerns exist.