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Reading between the tweets: Using Twitter to identify customer needs

Strategic Direction

ISSN: 0258-0543

Article publication date: 7 October 2014




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


History is littered with inventions that proved to have a lasting impression on society. In recent times, few can compare with the Internet in that respect. And the emergence of Web 2.0 technologies has raised its significance even further. The crowning jewel of Web 2.0 is its interactive capabilities. Users are able to generate and exchange content through the variety of different platforms which are now available to them. It has become second nature to engage with like-minded others using such as blogs, social networks and wikis. Many people now habitually use these platforms to share their experiences of products and services, whether positive or negative.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2014), "Reading between the tweets: Using Twitter to identify customer needs", Strategic Direction, Vol. 30 No. 11, pp. 28-30.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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