Many companies are confusing the role of Social Networks. Transmitting messages is one of the roles of this new media, but it is not the only one and it is not the most important.
Another role or role is to generate a community of followers. But this is not the main role either. The most important role of Social Networks is that of qualitative market research, which helps us to know the new ideas of society, the result of new ways of interacting.

This leads us to think about CRM or Customer Relationship Management. And the CRM leads us to think about Data Mining.

Many companies do not know what to do with the information. Many corporations generate little information. Others generate too much information and having a lot of information is the same as not having it.

The OTL, the most current tool to attack customers on Social Networks, helps your company know how to get the most out of the information. Why? Because its methodology, based on Sociology and Anthropology, makes the information, rather than read, be observed.

People write what they think, what they feel or what they want on their Facebook, on their Twitter, in their Messenger or in their Formspring for free, clear, concise and sincere. Also, upload photographs, music or thoughts that touch your heart. But what abounds most in Social Networks, are the desires, are the eagerness to come to be. There are also many manifestations of nonconformity, and such manifestations serve to determine which are the most precious assets.

Instead of reading, you have to observe. What is the difference between reading and observing? Reading is going into syntax, in order, in succession. The reading is temporary. Reading is seeing the details, but not the generality. To observe, on the contrary, is to create sets, semantic fields. The observation is simultaneity. Looking at the different sectors affected by a commercial action, as well as its long-term effects, we can make smarter decisions, as journalist H. Hazlitt of the Wall Street Journal said.