What's most important in identifying, measuring and responding to what's said about your company in social media?

I'm curious how you would rank these items by order of importance to you and your organization with #1 being most important and #6 being least important:

A. Knowledge of negative content in social media about your organization in the marketplace

B. Knowledge of positive content in social media about your organization in the marketplace

C. Measuring fallout of negative content to your brand

D. Measuring impact of positive content to your brand

E. Empowering sales and marketing how to respond to and counter negative content about your brand

F. Empowering sales and marketing how to respond to and benefit from positive content about your brand

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