A product launch is a prime opportunity to track online dialogue.
In an increasingly digital world where more purchasing decisions are being influenced by Internet postings, effective monitoring is an indispensable component of the product launch.
For example, when the US Treasury Department Bureau of Engraving and Printing (BEP) recently unveiled the redesigned $5 bill, Burson-Marsteller's strategy included participating in online dialogue around US currency. The team used such tactics as developing social media profiles, user-generated media monitoring, and proactive blog ...