6. Expect the unexpected. Zubey cites a Facebook study that found newly engaged women were unhappy compared to single women or those in a relationship. This is an example of taking Facebook status updates at face value. Wondering if that study was reliable, Zubey suggested the women may, in fact, be happy but stressed. Adding in another factor, Williams says to watch for sarcasm.
In other words, considering humans are writing the comments, perhaps humans should interpret what they see (i.e., Tweeter @BPGlobalPR is clearly not the spokesman for British Petroleum.)
7. Add social media icons in other channels. By adding the Facebook "like" button on his company homepage, Lewis says he's basically turned his website into an e-newsletter. That simple click turns an anonymous visitor into a known entity, he says. Some companies are making "liking" their brands a requirement to, for instance, view a popular video (e.g., Nike) or access some other valuable content, he adds.
8. Create a proprietary social networking site. Then all the data's right there, Grosskettler says. He cites babycenter.com, a site for parents, which "is a member of the Johnson & Johnson ... family of companies," according to the site.