So, you are monitoring the conversation, you are measuring it, refining your
successes and actively managing perception. Good job! However, you can still
do more with the data. The final, and ongoing, step of ORM is the process of
using the data to help make statistically supported decisions about the future.
It’s about using the information that you have recorded and then asking specific
questions of it. These could range all the way from the most basic such as
“Which is the best day to launch a product?” all the way through to identifying
business innovation opportunities and threats.