It’s a reality that digital word of mouth is here; and it is here to stay. Millions of online conversations are happening, yet until now, brands have struggled to find a way to measure the quantity or quality of those interactions. Did you post on your friend’s Facebook wall asking if they want to grab a burger at Red Robin? Or tweet about what awful service you received while waiting on hold for 15 minutes with your credit card provider? Or comment on a blog a post about your desire to buy a new pair of True Religion jeans? Well, people are listening. And reacting -- more than ever before. Unlike in the past, brands are now faced with the ability to harness word of mouth via social media. Consumers are helping to shape that brand perception, whether they know it or not. So what are brands tracking today, and what should they be tracking? Knowing how advertising dollars successfully translate to the social world can be tremendously powerful information, for example. Is Snickers or Bud Light most successful with its SuperBowl commercial? Plenty of conversations happened online -- were you one of them? Michael Fisher will leverage his deep expertise on this subject to reveal how the content and conversations happening online today are often coordinated, measured, and analyzed across all channels. How can the consumer leverage this channel to connect with brands in a more one-to-one manner. and how can the brands successfully communicate back?