It's time for finance chiefs to augment their company's financial reporting with data from social media, says John Sviokla, co-author of PricewaterhouseCoopers' 4th Annual Digital IQ Survey. Companies need to quantify things such as customer sentiment and relationships, even if it means making new investments in technology. "If the customer coming to your website knows more about their relationship with you than you do ... you're underinvesting," Sviokla says.

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