Keith Holdt, of Swiss Post Solutions, speaks in this clip about how organisations can generate returns from digital conversations. Social Media ROI is sought after by many, but is understood by so few. No one truly knows how to be successful in the digital space. Virality of marketing campaigns seems to be based on luck more than anything.

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Keith discusses what a conversation is. Today digital conversations are happening all the time. Keeping on top of this is impossible – this unstructured data is being produced at an unprecedented rate. A Hedge fund has been launched that uses Twitter data to analyse the sentiment at a particular time and invest in relevant projects based on this. Businesses haven’t quite grasped this concept… yet.