Unilever VP- Global Marketing & Analytics, Mr. Shawn O’Neal has described how his organization is leveraging Twitter in order to maximize marketing gains post thorough business analysis. Just as a sample, the ice cream brand Ben and Jerry’s was put to the test and using social media analytics it was understood that the same sold best on Saturdays. But for this to happen, Twitter conversations mentioning the brand were critical on Thursdays and Fridays just prior. People Data Centres (PDCs) have been established to track tweets. Because of the vast amount of data generated, it is best if the established PDCs do the work rather than the main company itself as this is not core functional area.