As brands give more weight to social data in making business decisions, they will also demand greater transparency in the collection of data and greater quality in the insights. Rather than just being alerted of a crisis, marketers need to understand the longer-term implications, and the underlying factors driving that outcome. This can only be achieved when starting with a robust dataset. The current generation of technology can help aggregate the data, but it is not yet effective at assessing more subjective aspects, like sentiment. Social data can start to inform business decisions more broadly across organizations, but it’s only meaningful.
