Today, marketers are no longer wondering whether or not to use social media. Instead, the challenge is how best to exploit and manage it. And here they still struggle, with both the big picture and the details. Far too many companies have little idea how their current customers and their prospect audience use social media. Until recently, it’s been extremely difficult to both collect social data and apply it at the real-time speed that social media users expect. That is changing. This white paper will discuss how a potent mixture of individual-level social data, customer analytics and real-time systems can transform social media’s application in marketing, sales, customer service and beyond.