The State Of Social Intelligence, 2012

Forrester recently polled 108 listening platform customers to learn about the evolution in companies' social intelligence practices. We reviewed their vendor partnerships, the ways they use listening platform technology, and how they manage and apply social media data within the business. Since 2010, little has changed. Listening platform customers continue to use the technologies for a variety of mostly passive tasks — such as brand monitoring or competitive tracking. Even more troubling is that after another year with exposure to listening platforms, only a small number of buyers integrate the data these tools collect with their existing business data. Today, customer intelligence (CI) professionals are missing opportunities with social data and must get involved with their companies' listening strategies to arrive at social intelligence.