The future of social analytics

This is a great presentation on social analytics.  It touches on the importance of moving beyond capturing data in nice charts and graphs to understanding meaning and generating real insight – requiring the application of semantics and sociology.  Also interesting is the prediction that social analytics become a key plank in enterprise 2.0.  That makes sense to me, as to get maximum value out of social applications businesses will analyse what is being done and said to identify opportunities for people to improve their work and avoid problems.