Johann Wrede, Director of Solution Marketing for SAP Cloud, has written an excellent article about using social media analytics tools like NetBase to understand customer perception of a company vis-a-vis the competition, and how to leverage that data to drive better decision-making around product development, marketing and more.
Read more at http://www.business2community.com/strategy/how-to-fix-whats-wrong-with-your-competitive-assessments-...
For more information on Social Media Analytics by NetBase, see this page: http://ecohub.sap.com/catalog/#!solution:SAP-Social-Media-Analytics-NetBase
