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We use Brand24 to find out what is being said about a topic on the Internet. The mentions we collect help us divide user groups or target groups. For example, we once searched for topics related to rail infrastructure and were able to subdivide the mentions by target groups such as politicians and industry professionals.
I love that you can click on any mention and be taken to the source (Twitter, Facebook, etc.). Also, the sentiment analysis is often handy to get a quick first look at the project.