The internet did a fine job of changing the way people communicate. Social media took it to an all new level. Countless conversations are taking place across multiple social platforms, where consumers are making comments and sharing content ranging from blog posts to videos.
This dynamic media channel has resulted in droves of data companies can use to learn more about their industries, audiences, and competitors as well. That is, if they can convert that information into intelligence.
Enter Social Media Intelligence
While it is a safe to say that strategic use of social media intelligence is the key to success in this channel, using it effectively is a classic case of easier said than done. Business leaders in companies of all sizes face numerous challenges in gathering the information needed to piece that intel together. In essence, these challenges are making it difficult for organizations to realize their true potential.
Collecting Data
Tracking it is fairly simple, but getting it some where it can be structured and made sense of its where the real challenge lies.
Data Velocity
Negative feedback can literally destroy a brand's presence in the blink of an eye. Companies are not only tasked with understanding where this information is coming from and how to collect it, but learning how to promptly respond to it as well.
Reliability of Data
What appears to be the truth on first glance could be information that is twisted or purposely misrepresented. Needless to say, separating fact from fiction has become a huge challenge for leaders trying to make sense of social media intelligence.
Resolutions
- Collect the Right Data. The social sphere will throw plenty of information your way, but what's important is knowing what data you need to be collecting. Different companies will have different needs, but if you want the complete picture, you must find out what data matters most to your business.
- Invest in the Right Tools. There is software available to make handling these mountains of data much easier. The best of these applications structure, process sort, and analyze information in a comprehensive format that allows you to visualize your data. Keep in mind, however that there is a huge difference in basic analytics and business intelligence solutions.
- Create Protocol for Analysis and Action. How you analyze data is going to be dependent on your needs and culture. The same is true for how you respond to it. There really is no right or wrong. Just make sure you lay out some ground rules so your data experts know how to proceed.
"Social Media" image courtesy of Shutterstock.
