The Right and Wrong Way to Approach Social Media Data

Opinion: Before you can unlock the value of social media data and act on it, you first need to know how to approach it

The business value of social media insights has been proven time and time again. They can tell you why ride-sharing-application users are switching from Uber to Lyft. They can also predict consumers’ holiday shopping habits and what the hottest tech gift will be. And social media insights can give you valuable feedback from customers when they really love or really hate your product—like Chick-fil-A discovered when it changed its barbecue sauce.