Individuals inside and outside the organisation now use a range of social tools to engage with the business. So how can CIOs make the most of this online conversation and use unstructured social data to help shape better products and services? Here I present a recent article for silicon.com, where I polled five IT leaders for five top tips:

Tip 1 – Identity the themes and address the customer: John Bates, CTO at Progress Software, says last year’s Deepwater Horizon oil leak in the Gulf of Mexico was the first example of a major company such as BP having its reputation damaged through an inadequate response to social media: “They didn’t respond effectively and they got badly hurt,” he says.

Much has been written about the oil giant’s struggle to incorporate social media into its communications crisis plan. Bates says CIOs must help the business identify underlying issues addressed through social media and find a means to deal with customer-identified themes.

“Social media is a series of events and Twitter is the medium that can potentially damage the reputation of governments and businesses. If someone says something about your organisation, you need to raise the issue and understand what the sentiment says about your business,” Bates adds.

“Social is not just about the technology. It’s actually more about the culture. The 21st-century customer understands the culture of social media. Your business has to understand why people would want to go out on to the internet and to collaborate.”

To read the rest of the feature, please click here.