How Important Is It for You to Understand What Your Competitors Are Saying?

You've got to understand what your competitors are doing. You have to understand what they're saying. We did an audit for a company, very, very large brand. They were struggling with their display advertising. Their nearest etitor had a different message and they had forty times the impact that they did. Let's talk about social for a little bit there. Is there anything that you see to work effectively on those basis?