SAS announced today that Chico's FAS Inc. will implement their social media analytics in order to analyse what is being said about them on Facebook and Twitter. The fashion retailer – which has three major brands; Chico's, White House, Black Market and Soma Intimates – will us the SAS solution to understand, predict and act based on social media data.

With the ability to uncover sentiment about key aspects of their business across Facebook, Twitter, YouTube, discussion forums, blogs and more, this on-demand software will help the company learn how customers feel about its products and brands, identify key influencers, and understand how social media conversations affect business results.

The organisation can immediately apply answers to brand strategies, media placement, public relations and customer service activities.

The SAS conversation centre module will allow the company to capture tweets in real time and identify those that are significant to the brands based on sentiment and the influence of the Twitter author. Tweets can then be routed to customer-facing personnel to respond.

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