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Social Media Intelligence: What It Is and How It Can Help your Brand

26 Jan 2018 9:50 AM | Kathy Doering (Administrator)

Social Media Intelligence is defined as “The management and analysis of customer data from social sources, used to activate, measure, and recalibrate marketing and business programs.”

Brands across the globe utilize social media to attract and engage their customers while generating a dialog surrounding their products and services. But if companies aren’t using social media intelligence to decipher those interactions, what benefit are they receiving?

Social media intelligence takes a deeper dive into the conversations that exist online, going beyond ‘likes’ and ‘retweets’ for a real glimpse into how consumers perceive a company or brand. Organizations that take this social knowledge and run with it are at a huge advantage over those that don’t. So, how can marketers utilize social intelligence to accelerate their marketing strategy and drive success?

Social intelligence involves gathering, processing, and deriving insight from social media to improve marketing and other strategic initiatives, including product development and customer experience. The savvy marketer is out creating content for customers, building communities and fan pages, staffing Twitter accounts, and writing blogs; data from these sources must be fed back to the organization to make smart business decisions.

At early stages, social listening and insights impact the PR and marketing teams, then move to teams like customer service and product development to establish more robust social intelligence. These cross-enterprise impacts occur in 5 main categories:


1)    Audience Segmentation

Part of social intelligence means that text can be scanned and interpreted by emotion, sentiment and levels of passion, whether positive or negative. This allows social users to be broken down by more than just surface value demographics like age or gender. For marketers, this can help create highly targeted marketing, advertising and social media campaigns, reaching the right people who would both enjoy and respond to the message.

2)    Competitive Intelligence

Marketing pros can run a simple Google news search every morning to see what competitors are up to on Twitter, etc. Or they could employ a social intelligence platform that provides real-time comparisons of things like consumer awareness, perception and overall sentiment across multiple organizations, brands and even product lines, making it easier than ever to know how they stack up against the competition.

3)    Trend Analysis

Any good marketer knows, keeping an eye out for developing trends in the industry is crucial to creating products that will interest consumers, and marketing those products to drive sales. Social intelligence enables users to stay up-to-date on what’s happening today, while also allowing them to develop a better understanding of changing perceptions and how/why trends come and go.

4)    Identifying Influencers

The beauty of social media is that it brings users into direct contact with whomever they’re trying to impact, and offers an opportunity for brands to reach out to and interact with their most influential followers. But how do businesses go about finding these individuals? Social intelligence platforms help brands determine who the loudest and most influential voices are in the online conversations surrounding their industry in order to reach out directly to those key advocates.

5)    Brand Analysis

Marketing teams are always doing what they can to understand their place in the industry, develop new strategies for standing out in the crowd, and discern where they stand among current and potential customers. Brand analysis through social intelligence offers marketing teams real-time information and their brand health, while monitoring the global sphere of conversation.

Social intelligence has the ability to bring marketing to the next level. Through in-depth analytics, a true understanding of emotions conveyed online, and the ability to monitor trends, marketing professionals are able to tailor messages and understand results like never before.

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