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If you're simply monitoring keywords in social media to put out fires, you're missing out on what all the chatter really has to offer--a wealth of information about the customer experience, your products and your brand.

Keywords don't reveal customer sentiment, but social media analytics can. Get to the root cause of problems. Identify emerging topics in the customer conversation. Understand context. Really listen.

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KANA Software, Inc., KANA Software, Inc.:White Paper, Social Media Monitoring vs. Social Media Analytics, analytics
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