Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and most importantly, people to do the work. This report describes several options for B2C marketing professionals designing a social intelligence function, including models for internal and outsourced resources. This is an update of a previously published report; Forrester reviews and updates its reports periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and tools.