As so many business decisions now depend, at least in part, on insights from social media, business leaders can no longer use the old approach of ad hoc monitoring of streaming data to “get the gist” of what’s going on. For many of the business functions that it enables – not least, crisis management – today’s social media analysis needs to take place at Internet scale, in real time, in an ocean of data. If your automation can’t handle that scale, you can’t feed human analysts the rich and comprehensive information they need to achieve deep insight.

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