I agree with Irina Slutsky: Chief Listening Officer sounds like the head of human resources for internal complaints and relationship problems. Instead, it's a strictly unemotional job. CLOs "listen" for media mentions of their companies to monitor how the Web is building or destroying a firm's reputation and to relay the noise of the masses back to marketing and product development.

"We get about 300,000 new mentions of Kodak every month and we don't censor the comments or videos people create about our company," said Beth LaPierre, Kodak's chief listening officer, a role that's just starting to crop up in a few major marketing organizations and involves decidedly non-touchy-feely tasks. "I've spent the past five months defining how we handle those data via technology and tools."

Read the full story at Ad Age.

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