I wish that IT leaders will work together with line of business on a shared agenda, implementing a strong social and analytics platform for exceptional customer experiences. Customers using social networking tools can reach the exact right person in an organization, which makes a huge positive impression. They can connect with other customers who have the same issues and requirements, creating shared knowledge and a feeling that your organization cares about their wants and needs. While social will be important, don't ignore the data. Your customers are now talking to you and about you over social networks, use the data to service them better. Discover what they want, how they want it and move quickly. These are the ways to build brand loyalty and lasting relationships with your entire marketplace. -- Ed Brill, Director Social Business, IBM