Instead of running to keep in the same place and just using Social Media Data as yet another data source. You now have the opportunity to escape the data arms race and to become a fundamentally different type of business: a Social Business. You can use Social Media Data to create a different and new connection with your customers. You can serve them better, you can empower them to help other customers and you can involve them in your product development processes.
Instead of being a business with just some more data that is still doing the same, you have to opportunity to become a better business, a social business. However will you take the time to stop running and choose a different direction? I truly hope so, since Red Queen organisations are doomed to lose their business to new players that decide do it differently, whether is has been the music industry, the photo industry or any other industry. The ones not participating in the arms race win, that can be new competitors that do not already exists, or it can be you.
Stop running, start transforming your business.