Few CMOs Think They're Effectively Tracking Social Media, Word-of-Mouth†

Survey: Marketing Execs, Not Other Departments, Should Be in Charge of Monitoring Customers' Conversations

Advertising Age, January 26, 2009 — Who in corporate America owns the consumer relationship, the customer experience, word-of-mouth or social media? The answer appears to be nobody.

For all the talk about listening to consumers, few marketers think their companies are doing so effectively and even fewer are monitoring what people say about their brands in social media, according to a new survey by the CMO Council.