How To Navigate International Social Media Data

November 15th, 2010

Zach Hofer-Shall

With contributors:

Suresh Vittal , Michael J. Grant

Summary

Social media's global expansion gives firms the ability to collect more data on their customers than ever before. Online conversations happening all over the world provide rich consumer insight that Customer Intelligence (CI) professionals can mine to improve their marketing and business strategies. But the language, geographic, and cultural differences make launching an international listening program a difficult task. Before diving into international waters, firms must start small, with data they can manage; coordinate their global efforts internally; and evaluate their vendor partnerships to ensure a successful international strategy.

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