Why Read This
Over the past seven years, Forrester has outlined why firms must monitor social media. But although most companies understand the importance of tracking conversations happening online, few find the true business value residing in the data created from social discussion. Social intelligence — customer and business insights derived from social media channels, used to drive business strategy and answer business questions — has become a mainstay of marketing strategies, but most companies remain stuck at monitoring tweets or counting Facebook fans. This report provides our social intelligence maturity model and a social intelligence needs assessment tool that will help customer insights (CI) pros guide their organization through the four stages of maturity: from monitoring, to listening, to intelligence, and finally to enterprise customer listening. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.