While brand monitoring was a smart strategy over the last 10 to 15 years, brands today need to start innovating the way that they use data.
Social intelligence is the practice of using data and analytics to understand conversations and behavior happening within the social ecosystem. More importantly, using those social insights to inform a program, strategy or campaign.
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Definition of Brand Monitoring
Brand monitoring is the process of using technology to monitor social media channels for targeted mentions of your business, brand, competitor, products, topics and more.
Please don’t get me wrong. There is value in traditional social media monitoring. I would say that this practice is table steaks for all brands who are publishing content on social media. It’s usually the role of a community manager.
Not only is it needed to manage crisis or communities, but you can get baseline data that might be helpful to your marketing efforts. For example, tracking social media mentions of your brand and competitors over a period of time. This will allow you to understand the spikes and valleys the conversation.
You can also pull data like share of audience conversation. It is very similar to a share of voice metric, whereby you are tracking the volume of mentions from social media or a specific audience against your competitors. It really does look great on a slide too.
A few different used cases for social media monitoring include:
- Community management
- Customer care
- Crisis monitoring
- Real-time content marketing
- Influencer engagement
The definition of social intelligence is the process of mining social data and audience insights in order to deliver actionable insights that can be used across the organization, not just in marketing or PR.
The data that stems from social intelligence can include insights that inform the creation of a product, a feature, a process, or even just an idea.
I now want to talk about a model that I developed over the last five years or so. It has changed along the way but he’s a good baseline understanding of how social listening is adopted within the organization. I called it the Social Media Listening & Intelligence Maturity Model.
There are four phases of this model.
Phase 1: Reactive Brand Monitoring.
Reactive monitoring is typically the brand’s first entrance into social media monitoring. Typically, there is no specific social intelligence platform being used and if it is, it is being used within specific silos resulting in zero value to the organization.
Phase 2: Organized Social Listening
In this phase, there is a dedicated social intelligence platform. However, there is no formalized training, approach, or social listening strategy being used across the organization. Internal teams may use the platform but only when they need to.
Phase 3: Proactive Social Listening
More sophisticated organizations fall into this phase. They most likely have a centralized social listening center of excellence, which is responsible for the strategy and governance model. They are using social listening on a daily basis.
Phase 4: Innovative Social Intelligence
Very few companies fall into this phase. The ones that are are using social data and intelligence within every facet of the organization. They are using it to understand audiences, find market white space, and innovate their products and services.