Imagine the moment of pride when your new multimillion-dollar ad campaign breaks online. You and your board have placed high expectations on the campaign to capture mindshare and increase sales. Now, imagine the moment you learn that campaign has alienated the audience it sought to reach and the entire campaign is being scrapped.

Sound familiar? Last year's "Motrin Moms" uproar is a textbook example of social media's ability to amplify the voices of the few in a way that can force major corporations to change course. But, how do you know if they truly are the few or if they represent the sentiment of a larger majority?

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