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HPA Day #2: Social Media Mining What do you do with it?

INDIAN WELLS, CALIF. —Talking about social media’s impact on TV is all the rage. Figuring out how usefully to leverage that is a bit more amorphous. The topic was tackled in a panel discussion Wednesday at the HPA Technology Retreat.

“The interaction with the customer is changing,” said Kurt Kyle of SAP. “Content is going directly to the consumer.”This means anarchy for traditional metrics. Content providers and those who support them are trying to bring order to the chaos, or at least convince media companies that there’s value in mining social media data: 59 percent of media organizations have no analytics tied to content management; 94 percent use social media solely for marketing; 64 percent still rely on “very manual content distribution cycles;” 97 percent have no automated, real-time analytics, according to Social Media Today, HP, SE-AIA and Forbes.

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