Social listening is really cool. I think about it, talk about it, and care about it full-time. But I'm hyperaware that at most organizations, the impact of social data is…blah. Social data analyts have the data and the skill to answer some of the toughest questions that the business asks: "What do consumers want?" "How can we aquire more customers?" "Where can we cut costs?"
BUT, because their tools and strategic initatives relegate social to a function of customer service or PR, social analytics limps along, year after year, triaging crises, and pleading for money and influence in the organization, with limited success.
IN TRUTH, 2015 could be the year for listening technologies to become major marketing technologies. IF vendors can truly make legitimate integrations work, and can come up with real business metrics (read: not fan and follower, or even "engagement" counts). AND IF marketers can put serious strategy behind unpacking the insights that come out of social networks. But, nothing I've heard from either side of the aisle makes me think that we're going to see breakthrough in 2015.
Read "Listening Technologies Won't Become A Major Marketing Technology In 2015" report, tell me what you think in the comments or on Twitter. I'm @allsnsmth.