Social media intelligence is a phrase first used in a 2012 paper written by Sir David Omand, Jamie Bartlett and Carl Miller for the Centre for the Analysis of Social Media. It has since become a phrase and function widely used by organizations.
Social media intelligence embodies the array of technology solutions and methods used to monitor social media, and includes social engagement, interactions and emerging trends. This intelligence is subsequently examined and used to make meaningful content and make business decisions.
Social media intelligence is comprised of the deciding factors and activities that follow an individual’s initial social media reporting. Social media intelligence enables organizations to take action on its insights and strive to become a social data driven enterprise based on the determinations concluded from the social media reporting.
Incorporating social media intelligence will help organizations better understand the attitudes consumers and potential consumers have regarding their company or brand. It also helps enterprises innovate and make changes to its products. Incorporating and utilizing social media intelligence helps organizations better understand the effectiveness of the its messaging on the audience and benchmark that against competitors.