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Marketing : Understanding the Social Media Intelligence Stack

jeudi 26 février 2015

As a growing number of organizations strive to become social businesses, they are increasingly relying upon social media intelligence to inform their decisions.

However, while many brands are applying social media intelligence to their operations, there still exists some considerable confusion around what exactly defines social media intelligence.

Social media intelligence vs. social listening

Firstly, it’s important to recognize that social media intelligence is not social listening, which is primarily focused on identifying conversations online and does not adequately provide the means to separate, categorize or understand data.

Imagine you are listening to a song, while your ears actually receive and translate sound waves, it is your brain that makes sense of that noise. Social listening is an ear into the online world, however it is social media intelligence that translates that information into actionable insights.