How Data Expertise Helps Firms Create Social Media that Matters

There’s hardly a company in the world today that doesn’t have a social media presence, whether it’s a Facebook account, a Twitter feed or a website with an interactive blog. But mere existence in the social media space doesn’t guarantee a boost in customers, sales or brand recognition for a business, says Lynn Wu, a Wharton professors of operations, information and decisions who specializes in the study of information technology and its relationship to productivity.

Wharton’s Lynn Wu discusses her research on how firms can derive ROI from social media.

Full Story: http://knowledge.wharton.upenn.edu/article/why-data-skills-are-key-to-social-media-success/