Navigating social media without analytics is like crossing the ocean without stars. No self-respecting ancient mariner, or night-migrating bird for that matter, would try to cross from Knossos to Delos without use of the stars. The ocean is too large, and full, and dark. But sales people are trying to follow their B2B customers on Twitter without the stars. They load up users and keywords into excellent B2C support apps like Hootsuite or Radian6, but still miss their destination because they can’t navigate the business developments by following people. To understand how your customer’s business, and so your target, is changing, you need to be navigating through all of Twitter and extracting out the B2B business trends buffeting your prospect. That takes analytics. Analytics that process every tweet and figure out its meaning, in real time. Analytics that figure out whether it is relevant to you. Does it match your personal interests, does it have meaning to your business and your strategy, whether or not the keywords you put in are matched? That’s what we’re doing at FirstRain; it’s all very personal. We analyze Twitter the way a Minoan navigator would study the stars 10,000 years ago. We’re finding you the path through Twitter’s ocean to get to your ultimate destination: revenue growth.