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This document discusses the importance of listening to customers and communities online. It provides examples of how Starbucks and other companies have set up online communities and used brand monitoring to understand customer sentiment. Starbucks in particular created communities on MyStarbucksIdea and Twitter to engage customers, which helped counter a negative campaign against the brand. The document recommends tools for community and brand monitoring, and outlines what should be included in a proposal presentation, such as understanding the target audience and providing a plan to participate in online conversations.Read less