Consumer-generated content gives companies an opportunity to
understand their customers' concerns and conversations. Yet because so
much content is out there, companies need filters to find the most
relevant conversations. Natural-language processing can provide this
function by automatically summarizing online content for useful
analysis by filtering compiled conversations.
While natural-language search helps companies interpret data and see
deeper into the trends in the conversations of their customers and
prospects, think of content enhancement as a way for companies to make
their existing content more valuable. As "social marketing" -- or the
practice of deeply engaging customers through content and social tools
-- becomes increasingly important, so too is finding ways of giving
that content life and context.