Trends Report

How To Make Social Media Data Actionable

Review The Four P's To Build Social Intelligence At Scale

March 23rd, 2016
Samantha Ngo, null
Samantha Ngo
With contributors:
Mary Pilecki , Rebecca McAdams , Emily Miller , Wei-ming Egelman , Laura Glazer


Social media provides B2C marketing professionals with a wealth of customer data, an invaluable resource for competing in the age of the customer. Forrester created a framework that helps marketers harness all of that social media data and turn it into actionable customer insight by cutting through the noise. We call this the four P's of social intelligence: purpose, people, platform, and process. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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