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The buzz: \u201cYou\u2019ll be in trouble quickly if you assume your only\u2013or biggest\u2013competition looks exactly like you\u201d (Paige Leidig). All brands operate in a competitive global environment. Some prefer to ignore the competition. Others are obsessed, using under the radar\u201d spying to track other players. If traditional wisdom still holds\u2013that strong knowledge about competitors\u2019 strengths and weaknesses positions you to make smart marketing strategy decisions\u2013then it\u2019s time to add social media to your competitive info-gathering toolkit. The experts speak. Frank D. Geisler, ERPsourcing: \u201cDon't play the saxophone\u2013let it play you\u201d (Charlie Parker). Simon Desch\xeanes, Oak3s: \u201cIf you have everything under control, you\u2019re not moving fast enough (Mario Andretti). Kirsten Boileau, SAP: \u201cIf I had no competitors, I would be lazy, incompetent and inattentive\u2026I salute my competitors...They make and keep me strong\u201d (Paul Lee Tan). Join us for Modern Competitive Analysis: Remember Social Media \u2013 Part 2.