Social, when you approach it from a marketing standpoint, is much more than a platform to connect with other people.
It is also a very valuable data set - a data set that can answer questions like "What pillars should an agency emphasize when pitching Levi Strauss & Co?" or "What's trending in the Hip Hop segment, and what content is going to resonate the most?". These types of NON social questions are exactly what you should be able to ask of the social data set.
We see social as being the single largest set of unsolicited opinion. That is incredibly powerful - it scales better than traditional research via surveys or focus groups, it is both faster and cheaper at scale to gain these kinds of insights, and ultimately it remains untarnished by solicitation.
Do you want to make social data something you can actually work with?