These days one witty Tweet, one clever blog post, one devastating video - forwarded to hundreds of friends at the click of a mouse - can snowball and kill a product or damage a company's share price.
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in title, tags, annotations or urlBBC News - Why companies watch your every Facebook, YouTube, Twitter move - 0 views
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It's a dramatic shift in consumer power. But what if companies could harness this power and turn it to their advantage?
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At the most basic, these tools measure the volume of social media chatter. Researchers at Hewlett Packard showed that they can accurately predict a Hollywood movie's box office takings by counting how often it is mentioned on Twitter before it opens.
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