Alfred Marshall

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“The most valuable of all capital is that invested in human beings” Alfred Marshall An investment is the commitment today to forgo the use of capital in the expectation of reaping future benefits. Mandviwalla and Watson (2014) states that humans are creators and transformers of capital generated by prior investment. The authors point out that the precursor to building a successful business is a mix of human capital, social capital (human connections), and economic capital. Consequently, human, social, and economic capitals are employed effectively, symbolic capital (i.e. brand recognition), and organizational capital (i.e. intellectual property) are attained. Ultimately, organizations takes in capital then enhance it from one form of capital to another generating more capital. Some would argue that human capital the most significant of all forms of capital (see epigraph). Today the wide use of social media, the sharing of information and ideas via a digital platform, provide organization with the channel to add to the aforementioned five forms of capital. Mandviwalla and Watson (2014) specifically presented the framework that consist of four complementary tactics for generating capital from social media. First, listening and branding to learn and engage with current and prospective customers, as well as suppliers and employees. Second, mining and deciding which involves analyzing text, usage

With further data analysis, the case study have shown, consumer feedbacks can be evaluated based on the level of sentiment or credibility of the author. As machine-to-machine activities becomes more prevalent, social media is likely to become just data where it supports the business