Are you hoping to become a social media marketing superhero? The importance of social media as an engagement channel and rich resource for customer insights is well established. Brands have been on a continued quest to harness the underlying value contained within the considerable volumes and varieties of social media and other digital data sources. Increasingly, they are turning to predictive analytics to uncover customer behaviors and sentiment, identify emerging trends, and ultimately predict consumer intent and future behavior. In the latest edition of EngageNow, our feature article, “Becoming A Social Media Marketing Superhero” examines the growing importance of social media and the increasing interest in predictive analytics as a means of harnessing social media’s considerable potential.