SAS claims that it can also identify if existing customers' behaviours are influenced or impacted by the sudden velocity of online conversations.

"Technology has surpassed what was previously thought possible," said Hornby. "SAS Conversation Center, a module of SAS Social Media Analytics, can use all the variables we have discussed here to prioritise and direct conversations to the most appropriate member of staff - in real time - creating a better experience for customers and a brighter future for the organisation."