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With the proliferation of social media channels making it even easier for consumers to share their feedback broadly, the focus on social as a core component of VOC programs continues to grow. Unstructured data analytics tools make social data more accessible than ever to VOC teams. Can social media be the definitive source of what consumers really think, or is it only a piece of the puzzle?New consumer research from Concentrix yields some eye-opening insights. The study explores where and how people participate in social media and online reviews – two predominant sources of digital VOC measurement. It also investigates privacy, app participation and review behaviors, and how they might affect what companies hear about themselves when they listen online.Join John Georgesen, Ph.D., Senior Director of VOC Insights and CX Technology, to learn more about consumer digital behavior and how to incorporate social media into your VOC program as an asset, not a distraction.