WHY READ THIS PLAYBOOK
Social media's prevalence across the Web gives consumers and brands an always-on way to connect online. But while most businesses know the importance of social media, many miss opportunities by not capturing and analyzing the data generated in social channels. Social intelligence — consumer and business insights derived from social media channels, used to drive business strategy and answer business questions — is a critical aspect of adaptive, customer-obsessed businesses. Forrester's social intelligence playbook addresses the foundations of the strategy, the technologies that make it possible, and the best practices around how to build a social intelligence practice at your organization. The report is an update to the report of the same name, originally issued to clients on May 17, 2012. This update reflects changes in both the playbook and the social intelligence vendor landscape and marketer use cases.