Communications Process, Research, Social Listening Social listening helps brands understand their customers as humans first and consumers second. This week Nike took an unusually bold move in featuring Colin Kaepernick in a “Just Do It” campaign. Yet a 2018 Sprout Social report cites that 66% of those surveyed say it’s “very or somewhat important for a brand to take a stand on social issues.” But many leaders fear taking any kind of stand, lest they alienate some. Data to the rescue. “The level of consumer insights that brands have available now empowers them to decide on their level of social involvement based on data – not guesswork. Social listening was born for moments like this. Using any number of tools like Crimson-Hexagon, Synthesio or Sysomos, brands can see exactly what their most loyal customers are saying across digital and what they feel most passionately about.” Article: Rise of the Fearless Brand - How Data Empowers Brands to Take a Stand.