Those days are gone when just "word of mouth" was "in-person" communication channel. Now, search engines, social media platforms and blogs are being used so extensively by customers to discuss their experience, concerns, opinion etc. about brand. For brands, it's really important to keep their eyes, ears wide open to understand what is being discussed about them in the industry, in the consumer marketing across various communication platforms. There are many ways to understand and track the external communication about the brand.