It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.