Social media intelligence encompasses all of the tools and solutions that let companies monitor social networks and conversations, respond to social signals and combine social data points into meaningful trends and analysis based on user needs. Social media intelligence allows individuals and organizations to collect information from social media sites using intrusive or non-intrusive methods from open and closed social networks.
Using social media intelligence requires gathering data. Data alone does not represent social media intelligence, however it has the potential to represent it. By parsing the data and overlaying other data points, metrics appear that can be used for intelligence. For instance, merging brands from the same industry to create benchmarks can be utilized for intelligence.
Social Media Intelligence Benefits
- Understand attitudes toward the brand
- Innovate and make product changes
- Provide better customer service and better understand customers and their journey
- Understand effectiveness of the messaging on the audience and benchmark that against their competitors
- Discover customer demographics
Social media intelligence looks closely at online conversations and goes beyond liking and social sharing for real insight into how customers perceive an organization or brand. Social media intelligence offers multi-dimensional insight on a brand, promotions, buyers, customers and influencers, allowing for in-depth analysis, behavior tracking and overall understanding.