In another first for Wimbledon 2013, IBM is showing how social media analytics can bring new insights for organisations by analysing what the world is saying about them. In this video, IBMs Solution Architect for Big Data and Analytics, Chris Thomas, explains what the new social sentiment tracking system can do. As well as measuring volume and the geographic origin of tweets, it can show whether conversations about each player are predominantly positive or negative. This can be tracked in real time and linked to match play, illustrating how fans feel about the course of events on court. There are other uses for this social media data too. The flow of conversation can help predict the peaks and troughs in demand for web services, allowing the cloud-based server provisioning to be adjusted automatically in line with demand. IBM Content Analytics could pay dividends for other organisations and businesses too, allowing, for example, the conversations around a brand to be tracked in real time against product releases and advertising campaigns, providing hugely powerful customer insight.