Social media moves beyond marketing. With intelligent filtering tools, it is possible to cope with the information overload. What’s more, by offering decision-makers rich real-time data, social media is providing them with fresh strategic insight.
Social media is becoming the executive equivalent to catching lightning in a bottle. It has quickly gone from the ultimate focus group and brand popularity contest to a very serious digital marketing platform. As it does, it has bubbled up from a quirky, unpredictable experiment to a measurable customer lab.
As this phenomenon moves to an even more intense level, it needs the attention of savvy and digitally sophisticated C-level executives. When it gets that attention, executives will need to have confidence in their social media campaign plan, metrics around customer engagement, and connections to automated technology to consistently analyze and measure their efforts.
Traditional measurement methodology makes the social media data explosion useless for the C-suite. However, new technology is helping smart companies understand what’s happening on social media. This new discipline is called social intelligence. In order to execute a successful branding strategy, we must understand how our efforts make an impact. Social analytics software will enable the planning and the measurement processes, and sophisticated publishing tools will fuel their execution.
According to Forrester Research, it is “the concept of turning social media data into actionable marketing and business strategy.” On a more tactical level, social intelligence is providing a process and strategy for companies to evaluate and generate actionable insight about their own brands and services, as well as their competitors.
Now is the time to recognize the potential of social media and how C-suite executives can harness big data intelligence to manage, analyze and measure conversations and consumer behavior by converting social intelligence into revenue.
Read more about how ‘social intelligence’ can guide decisions. By offering decision-makers rich real-time data, social media is giving some companies fresh strategic insight.