Why is Social Media Data integration important for enterprises?

I happened to read couple of articles last week that talks the social media data analytic for the banking industry. According the research, 

• Only 46% of banks can analyze external data about customers.
• Only 32% can analyze social media activity.
• Data volume and analytics complexity are the most common challenges cited by respondents.
• Cloud and predictive analytics technologies will be "extremely valuable" to around 60% of respondents' strategies in the next 24 months. (Jan 2014- Dec 2015)

 It is very interesting to find 3 of the private banks in India are among the top 10 list.

Ranking for Top 20 banks

#	Bank	Area	Total # of Facebook ‘Likes’	Total # of Twitter Followers	All-Time YouTube Views	Power 100 Score (Q4 2013)
1	BofA	USA	1,481,401	245,207	14,439,707	2,568
2	Chase	USA	3,754,905	22,276	123,247	2,564
3	Capital One	USA	2,917,273	84,721	2,647,251	2,372
4	ICICI Bank	IN	2,608,044	11,257	1,163,370	1,905
5	Wells Fargo	USA	604,795	69,268	17,828,813	1,836
6	Citi	USA	927,904	219,615	6,002,953	1,577
7	HDFC	IN	1,920,504	11,622	409,799	1,432
8	Axis	IN	1,926,401	9,724	1,196,610	1,421
9	GT Bank	NIG	1,527,777	86,229	293,565	1,252
10	E*TRADE Bank	USA	73,421	11,942	8,882,374	1,206
11	USAA	USA	611,867	58,953	7,331,717	1,175
12	Credit Suisse	CH	63,026	37,976	10,622,427	897
13	Scotiabank	CAN	318,223	29,431	7,502,312	795
14	Barclays	UK	479,668	21,541	4,032,704	706
15	Commonwealth	AUS	523,860	28,985	2,542,623	688
16	IDBI	IN	795,247	9,912	167,598	688
17	FNB	SA	446,063	34,154	1,358,596	652
18	Natwest	UK	143,594	29,401	3,583,634	506
19	HSBC	UK	153,704	7,288	3,143,298	477
20	Kotak Mahindra	IN	150,206	87,549	2,398,734	467

Acfcording to one of the latest publication from McKinsey (Jan 2014), all the COO's should lead social-media based customer service.  According to some survey, nearly 71% of consumers who had a good social-media service experience with a brand is likely to recommend to others. The IT investments are comparatively much lower than the other complex support systems because such a social media based support infrastructure would be reused from the existing social media channels.

This would mean that Social Media data integration is becoming more and more into the main stream of use-cases for an enterprise who has direct end customers. To enable the main stream based data integration would mean that such integrations needs to be automated from the manual BPO based operation where there is a huge workforce that is required. One could use tools like Informatica's PowerExchange for SocialMedia to automate and ingest such Social Media based data to the standard data integration point into the enterprise.



References:
1) http://thefinancialbrand.com/36081/power-100-2013-q4-bank-rankings/
2) http://www.informationweek.com/big-data/big-data-analytics/data-management-key-to-banking-analytics-/d/d-id/1113646?
3) https://community.informatica.com/solutions/powerexchange_for_twitter
4) https://community.informatica.com/solutions/extract_data_from_linkedin_facebook_and_twitter
5) http://www.youtube.com/watch?v=aGU6K0wgGSk&list=PLmi6HWWEAjKqq068jimUILXqr_C8fyQiW&feature=share
6) https://www.youtube.com/watch?v=Wng1M8sEYpw&
7) http://scn.sap.com/community/business-trends/blog/2014/01/06/social-media-is-now-everyone-s-business?source=email-apj-sapflash-newsletter-20140127&lf1=821703689d274213763641e16240131 
8)http://www.mckinsey.com/insights/marketing_sales/Why_the_COO_should_lead_social_media_customer_service?cid=other-eml-alt-mkq-mck-oth-1401
9) http://marketingland.com/5-social-media-trends-to-kill-in-2014-69190  
10) http://thefinancialbrand.com/35160/banking-consumer-social-media-sentiment-report-2013-q4/