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For Customer Insights Professionals

Q&A: Four Social Intelligence Myths That Keep You From Success

June 24, 2015

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Why Read This Report

Analyzing social data is difficult and confusing, even for customer insights (CI) pros who spend most of their time doing just that. Most social intelligence practices are several years into existence, and are mature in many ways, yet there are still some common myths that hold CI pros back from successfully capturing, managing, analyzing, and applying social data. This report debunks four common myths and steers CI pros in the right direction.

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Table of Contents

  • 1. Myth No. 1: The best way to determine the quality of a listening technology is by looking at sentiment accuracy.
  • 2. Myth No. 2: The social metrics that we track are the right ones because they are designed for the social channel.
  • 3. Myth No. 3: Listening to social improves social marketing.
  • 4. Myth No. 4: Our problem is our tool.