In the era of post-truth and fake news, how can brands gain a real-time competitive advantage to drive business outcomes? The answer resides in social data and social listening combined with the capability of artificial intelligence (AI). How this is done is the subject of this article. Unstructured real-time social data is the only source of data fast enough to keep up with the ever-changing consumer behaviour and landscape. If properly harnessed it can drive business outcom

If you subscribe to Netflix, watch “The Great Hack”. It carefully shows how a data company named Cambridge Analytica used data scraped from social media (e.g Facebook) to profile every single person in the USA. Yes! Every single person in the USA. It then analysed their personal data to determine their personality based on their psychological profile analysis. This in turn allowed them to predict people’s behaviour. Through this clever combination of data analytics and psych