Social Monitoring ==> Social Listening ==>Social Intelligence
You see, there’s no equation, it only goes in one direction and it’s a process and evolution.
You can’t start Listening without Monitoring, you won’t gain Intelligence without active Listening either; Brandwatch post here briefly introduces the difference between these interchangeable terms with the conclusion of “Social media intelligence is ultimately about helping make business decisions based on social media analysis and data. It’s often also called social business intelligence, for this reason.”
Lately, I’ve seen many clients cancelling their Radian6 subscriptions and chose to go for more integrated analysis, they have come to realize that paying for monitoring tools along is not going to help improving bottom lines; not listening attentively (engagement) they risk of losing interests of their audience and even worst, not analyzing social conversation simply put brands behind the market and competitors.
A while ago I wrote about “Are You Listening in the Right Place”, in it focused on the 4Ws (Who/What/Where/When) assuming businesses understand WHY they need to listen; I would like to believe nowadays the majority of businesses have somewhat acquired or learned the listening skills and are capable of engaging with their communities. With the speed of social media technology evolving (many new tools make it to market on daily basis), it’s not too difficult to quickly find out the who/what/where/when, it’s more important to dig gold nuggets of the whys and hows; turn that into valuable insights for making the most informed decisions at the right time, and that’s where the challenges present.
Sure, tools are designed to handle large volume of data, and with automation and complicated calcuation most would like to think real-time intellince is at your finger tips. However, algorithms cannot give people goose bumps, and algorithms cannot tell a story; they cannot give you that nugget of insight that differentiates brands and products, that is only performed by human beings that can tell stories and can understand consumer behavior instinctively.
– are people talking about particular product/services/brand, this is the trigger points;
– are people expressing the positive/mixed or unclear/neutral/negative feeling towards certain product/services/brand, this is the myth and/or perception;
– can brand participate in the conversation without intrusion,
– can brand be in driver seat to change the direction of conversation and maybe the perception,
– to build/maintain/broaden brand advocates and work with them effectively,
– to bridge the intelligence between line of businesses (no more silos!) to achieving business goals and objectives
To me, to be able to answer these questions are the true value of social intelligence.
Now it’s your turn :) Did I miss something?