Why Read This
Too many companies remain trapped by merely monitoring or passively collecting social media. Few actually reach social intelligence: driving their marketing and business strategy using the data that social media creates. Today, companies underutilize social data and often leave it sitting in its own silo. To overcome this problem, customer intelligence (CI) professionals must start looking at social media as a new source of customer information that integrates with their existing data. But this is far easier said than done. In this report, we lay out a road map to evolve from listening to brand mentions all the way to a socially integrated customer database. This is an update to the 2011"The Road Map To Integrating Social And Customer Data" report, with new examples and terminology for the social intelligence playbook.