In an age where most companies have a social media presence on platforms such as Facebook, Twitter, LinkedIn, Snapchat and Instagram, it’s somewhat surprising that many still haven’t figured out how to turn the data gathered from company-owned properties and broader social media listening tools into automated and actionable intelligence.
“Social intelligence is just making use of the analysis social analytics tools give you. It could be basic or it could be complex, but it needs to be applied to become intelligence. I thought we would be there by now but it’s just not happening,” says Jenny Sussin, research vice president at Gartner.
Sussin gives the example of a yogurt company that is trying to identify a new market to hit with a new flavor. “Although the core demographic for yogurt is women, the company might want to find out what men in the Northeast who play lacrosse want in a ‘power yogurt.’” Using a series of queries in social analytics tools such as Brandwatch, Crimson Hexagon, Synthesio, and Talkwalker, companies can uncover part of their answer.
Source: IT Strategy