Forrester

Why Read This Report

Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers struggle to fully utilize these insights from the masses of data available. Marketers must turn to social intelligence, the concept of turning social media data into actionable marketing and business strategy. To get the most from the social media data they collect, marketers must develop a broader data strategy, integrate social data with their existing customer data, and share the data across the organization to ensure that all teams benefit from the insights. This is an updated version of the 2010 "Defining Social Intelligence" report, citing new examples and terminology for the social intelligence playbook.