The business of social

In the digital age, successful organizations understand the importance of data, in particular the potential for signals buried within data. Despite this, many companies are not fully exploiting the value of information derived from social platforms such as Twitter. It’s time to extend the impact of social data beyond conventional uses in the marketing department. Organizations need to reconsider the role data from interactive social platforms can play in evolving customer interactions, transforming business processes and even driving innovation.

Study highlights

Tweets targeted at leading bands' customer service Twitter usernames are up two and a half times over the past two years.

Almost 40 percent of organizations collect real-time events or data.

Organizations are using insights from social data to help transform business processes in five key areas.

About the authors

Rebecca Shockley

Rebecca Shockley
Big Data and Analytics Global Research Leader,
IBM Institute for Business Value

Christian Bieck

Christian Bieck
Global Insurance Leader IBM Institute for Business Value

About the subject matter experts

Randy Almond

Randy Almond
Head of Data Marketing, Twitter

Jason Breed

Jason Breed
Global Leader for Social Business, IBM Center of Competence, IBM Global Business Services

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