The influence of the social channel is increasing exponentially — ignore it at your peril. Today’s successful enterprises need to carefully monitor their brands in the social sphere. They should track upswings and downturns in customer behavior and explore how consumers perceive their brands both before and after the launch of marketing campaigns. Monitored and managed effectively, what your customers are saying about your firm, your brands and your competitors is a strategic asset. Customer intimacy and social reputation awareness are no longer a nice-to-have in the social business world — it’s the key to keeping your customers and building a better bottom line.