Social media are the intelligence powering modern marketing. Not only is Twittersphere dominated by marketers who are keen on the promotional power of social channels, but it seems like this new world of ubiquitous chit-chat is the obsession of everybody in the marketing profession everywhere.

Everybody comments on social media analytics, so what I’m saying here isn’t news to most of you. But I recently stopped to ponder what’s truly disruptive about social media’s role in the modern economy. And then it hit me. From the dawn of marketing, we’ve always hunted and gathered customer intelligence, using massive amounts of sweat equity to bag the beast.

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