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For Customer Insights Professionals

Organize For Social Intelligence

April 9, 2012

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  • By Zach Hofer-Shall
  • with Suresh Vittal,
  • Allison Smith

Why Read This Report

Finding and acting on insights gleaned from online and social discussions is a tricky practice. It takes the right combination of clarity of objective, business planning, technology, and, most importantly, people to do the work. Firms building an internal team to manage online conversations must establish the right roles — dashboard administrator, data analyst, and process lead — each with its own set of skills and responsibilities. But many firms haven't matured their internal capabilities and choose to outsource the listening component of their social intelligence strategies. Whether firms choose to outsource the listening or do it in-house, they'll still have work on their plates. This report is an update to a previously published report; we have revised it to include new examples.

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