What is Social Media Intelligence?
Social media intelligence analysis helps understand conversations and behavior happening within the digital ecosystem. More importantly, it’s using those social insights to inform a program, strategy or campaign. It’s the process of using software from a marketing tech stack to track social media channels for targeted brand mentions of your business, product, competitor, topics and more.
There is value in traditional social intelligence. I would say that this practice is table steaks for all brands who are publishing short form content on social media.
Not only is it needed to manage a 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 to better understand trends.
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 a social intelligence analysis include:
- Community management
- Customer care
- Crisis monitoring
- Build a customer advocacy program
- Real-time content marketing
- Influencer engagement
The data that stems from social media business 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 media intelligence is adopted within the organization. I called it the Social Media Intelligence Maturity Model.
There are four phases of this model.
Phase 1: Reactive Social Media Intelligence
Reactive social media monitoring is typically the brand’s first entrance into social intelligence. 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. They usually have social media intelligence training as well.
Phase 2: Organized Social Intelligence
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 run a report or create a social media dashboard.
Phase 3: Proactive Social Media Intelligence
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 intelligence on a daily basis.
Phase 4: Innovative Social Media Intelligence
Very few companies fall into this phase. The ones that are are using social media business intelligence within every facet of the organization. They are using it to understand audiences, find market white space, uncover customer insights and innovate their products and services.
I really hope you enjoyed this video. I do my best to create content that’s actionable and provides value to the work you do.
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