"This is the first book to combine meaningful analytical depth as well as practical forward-looking advice to the area of social media intelligence. Moe and Schweidel do a great job of blending their well-respected academic insights with cutting-edge business decisions in order to bring real clarity to a rapidly growing topic that desperately needs it."
Peter Fader, Frances and Pei-Yuan Chia Professor, The Wharton School, University of Pennsylvania
"Gathering data about social media has become so straightforward that we're all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas."
Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking
As consumers, we turn to the public arena of social media to share our opinions and learn about the opinions of others. Fortune 500 companies, political campaigns, government agencies and many other organizations constantly monitor social media to gauge public opinion. This book explains how opinions are formed, what affects the opinions posted online and how organizations can use social media to inform their strategies.