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Valeria - Thanks for asking about SMG's monitoring process. not only is following the conversation important as a 'participant' but as Geoff points out for reputation management. Great interview.

I agree with Geoff on most of his answers. On my side, while I'm using Radian6 to partly support my company, I think that it is a need to build your own tailored made tool.
And yes, timing is crucial but giving the right answer is far more crucial to engage someone in a conversation.

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