Why Read This
Social listening platforms — software platforms that capture, manage, and enable analysis of social data — are essential tools for social marketers and customer insights (CI) pros alike, but at most organizations the prestige and perceived value of a listening platform plummet outside of the social and analytics teams. Both listening platform vendors and the marketers who use them must take steps to infuse social data more deeply into the organization, in a unified way, to ensure the longevity and success of a social listening function. This report replaces the previous tools and technology report for the social intelligence playbook. It is completely rewritten based on new research.