HP Enterprise Services announced new and enhanced services designed to support enterprises in their efforts to connect with customers via social media channels.

The rapid adoption of social media has generated new opportunities for companies to gain a deeper understanding of customer patterns and behavior, HP says. At the same time, it brings new challenges as organizations struggle to analyze the resulting unstructured data, such as tweets, blog postings and forums, which is more complex than traditional, structured data.

“Social media can make or break a company and its brand,” Danila Meirlaen, vice president, Business Process Outsourcing, Enterprise Services at HP, said in a statement. “Organizations that do not have the capabilities to monitor and engage in the conversations are letting valuable insights and opportunities pass them by with every tweet, blog posting and status update.”

The new HP Customer Engagement Management Services—Social are powered by HP Explore, a multichannel analytics product, and HP Intelligent Data Operating Layer. They enable companies to quickly integrate social customer relationship management capabilities into their current environment.

Through these services, organizations can connect their enterprise to social sites and have the ability to respond to customers in the channel they prefer. As a result, they are better positioned to provide enhanced customer service while attracting new customers and retaining existing ones, HP says.

HP Customer Engagement Management Services—Social is available immediately worldwide, with pricing based on subscription type.