Why Read This
Social media provides customer intelligence (CI) professionals with a wealth of customer data. But every piece of valuable insight is surrounded by noise. Cutting through that noise and getting to the actionable insight within social media takes time and effort. To help bring clarity to this process, Forrester created a framework that helps customer intelligence professionals harness all of that social media data and turn it into actionable customer insight. We call this the four P's of social intelligence: people, purpose, platform and process. This is an update to the 2010 report, citing new examples and terminology for the social intelligence playbook.