"Any company or any agency that's going to legitimately think about public relations, social media or community relations (which is the way we increasingly think about it) needs to have the tools that automate, at some level, the process of being able to capture all those distinct voices that are out there, all to be able to measure how important they are; to be able to respond in real-time. That's critical to us today." Todd Defren, principal at SHIFT Communications
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