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July 21, 2011 / David Bleeker

The Hidden Value of Social-Networking Data

More and more businesses are using social networking to keep in contact with their customers and to track how their products are performing. Yet social networking can offer much more (in the form of analytics) to businesses that know what to look for.

Posts and conversations on social-networking sites are turning into the latest form of big data, with large amounts of data being stored and available for analysis. That allows businesses to apply the same tools used for big data analytics to social networking.

Social-networking sites are ripe targets for companies to gain new business intelligence.

Many vendors are coming on the scene to offer analytical technology for this market. The idea behind these technologies is to identify customer sentiment toward a particular brand or product, which a business can then translate into marketing fodder. [read more]

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