PR Newswire coined the term “Social Echo” to describe “the powerful reverberation around brands that occurs through the millions of conversations in the social networks and communities where people gather today.”
In PR Newswire’s view, “A brand’s Social Echo has enormous power to shape reputation, influence mass opinion and drive growth. Social Echo has equal – and perhaps even greater – power to stop a brand dead in its tracks.”
They go on to say that…
“Marketers and communicators who understand this are actively engaged in listening to their Social Echo and in finding ways to participate in the conversations that comprise their Social Echo. Importantly, they are also gleaning real-time insights to apply back to their brands in every area – customer care, product development, brand positioning and messaging, innovation and more.