3 Ways Social Intelligence Helps Drive Business Strategy

~Second in a two part series on social media monitoring.~ In our article, Social Media Monitoring as a Call to Action, we discussed the importance of using social media to discover valuable information about your brand rather than just focusing on acquiring a higher number of fans and followers.  The information, or “social intelligence” as Forrester refers to it, can then be used to improve business strategies. In Forrester’s recent report, “Evaluate and Evolve Social Intelligence” they describe three stages to the social intelligence maturity model: monitoring, listening and intelligence, It is within stage 3, when companies integrate social data into their existing business strategies and technologies.  Forrester says “sharing data across the organization only works if the organization is prepared to manage it.” In the examples below, you’ll see how several businesses have moved beyond monitoring and listening to their customers and managed to put the data to good use. In two of the examples, you’ll see how these businesses go about listening to conversations to identify web and social content that is relevant to their target audience. In another example, the business uses post-sales emails to encourage reviews that then provide valuable feedback and higher Google rankings. WPBeginner                 Syed Balkhi, Founder of  WPBeginner, a free WordPress resource site, told us how he has used social media to grow the site: “I launched WPBeginner in 2009. I got on Twitter and Facebook and started tweeting my articles. No one was listening. I needed a way to get more of an audience. I started utilizing Twitter search and looked for the...

Social Media Monitoring as a Call to Action

~First of a two part series on social media monitoring.~ Remember the Verizon commercials where the test employee roamed around asking, “Can you hear me now?” And the more times he asked the question, the more we hoped someone, anyone, was listening. Businesses are listening. According to a study conducted by the Center for Marketing Research at the University of Massachusetts Dartmouth, on the adoption and use of social media in the 500 fastest growing U.S. companies, 68% of companies are monitoring brand mentions and levels of social media engagement. When companies listen to the conversations about their brand via social media monitoring tools they can discover invaluable information including: feedback and comments on your product, comments on competitor’s products, new uses for existing products, opportunities for product offerings, new industry opportunities, potential new product features product pain points, how customers are using your product, points of difference about your product With more and more free and paid social media monitoring and engagement tools coming onto the scene every day, we may wonder what businesses are doing with all the data they get from listening and whether they’re hearing their customers loud and clear. As Forrester’s Zach Hofer-Shall asks, “Why do companies ‘listen’ to social media?” He says they listen to learn and improve various aspects of their business: “Marketers use social listening to improve their campaigns and build customer relationships; customer support teams listen so they can fix problems; PR teams listen to put out fires before they spread; researchers listen to drive innovation.” Zach Hofer-Shall says that when it gets right down to it, listening isn’t really a social...