Why Read This
Social media provides customer insights (CI) professionals with a wealth of customer data, an invaluable resource for competing in the age of the customer. 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 insights 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: purpose, people, platform, and process. This report was originally published in 2010 and previously updated in 2012; Forrester reviews and updates it periodically for continued relevance and accuracy.