Why Read This
Too many companies remain trapped by merely monitoring or passively collecting social media data. Few actually reach social intelligence: consumer and business insights derived from social media channels and used to drive business strategy and answer business questions. Today, companies underutilize social data and often leave it sitting in its own silo. To overcome this problem and win, serve, and retain customers, customer insights (CI) professionals must start looking at social media as a valuable 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 of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.