More than 75 percent of all Americans are participating in some form of social media through blogs, forums and sites like Facebook and Twitter. As this chorus of conversations and the proliferation of social technologies that enable participation grow, companies must make sense of the new channel for consumer interaction. Organizations need to think less about social media as just "consumer chatter" and more about how to understand, digest and invest in the science behind what consumers are saying-and most importantly, participate with where "their" consumers have congregated. Download this free whitepaper to learn how listening to, learning from, measuring and engaging in the millions of conversations are the keys to success and how grasping the context and mindset of these back-and-forth exchanges, as well as their relevance and sentiment will enable you to gauge consumer passion in a new and multi-dimensional way.