No need to review the numbers--your customers are on Facebook, Twitter, and other social platforms. And what those customers are saying about your brand and products in the social sphere is much more important than what they might tell you in old-fashioned focus groups and customer surveys. That's why interest in various social analysis applications is growing and has given rise to a spate of new vendors and products.
As a first step to becoming a social enterprise, companies build out Facebook and Twitter presences and start counting fans, friends, and "likes." As a second step, they start monitoring the brand- and product-relevant mainstream buzz and what customers, influencers, and even employees are saying using social monitoring, sentiment analysis, and social network analysis applications.