Why Read This
Over the past six years, Forrester has outlined why firms must monitor social media. But although most companies understand the importance of tracking conversations happening online, few actually find the true business value residing in the data created from social discussion. Social intelligence — identifying and utilizing actionable insights from social data — is becoming a mainstay of marketing strategies, but most companies still remain stuck at just monitoring tweets or counting Facebook fans. This updated report to the May 2012 version provides our social intelligence maturity model and a social intelligence needs assessment tool that will help guide your organization's maturity from monitoring to listening to intelligence.