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I was looking for a good referece on social media analytics and this book proved to be of great help. It does a great job of explaining how the mass media of today is missing on opportunities, the ongoing convergence of the 3 types of media: mass media, social media and telecom/mobile, and how to use data and analytics to gain better insights and to realize business value. It makes extensive use of the current research, which is very useful. There are many good use cases and examples. The emphasis is on telecom as this is the area of expertise for the authors. But the concepts and conclusions are applicable to any business. If you are an executive or marketing professional or an IT leader looking to use social media to deliver business value, this is the book for you.