72% of marketers say social content has helped them close deals (Brafton). And there are a ton of consumers out there in the “world of social” holding conversations about what they want to buy and who they plan to purchase from. They are asking for recommendations, posting pictures of their favorite brand products, tweeting this, and posting that. Within this myriad of thumbs-up, hashtags, and likes is invaluable information consumers are sharing on their journey to purchase....