Social Listening Isn’t Enough: Start Integrating Social Data

Nearly two years ago, I published our first report on Social Intelligence; it included this headline: “The Time To Start Listening Is Yesterday.” In the report, I pushed for the importance of social listening, but I made a call that there’s more to social media than monitoring conversations for brand mentions. But now, as we near the end of 2011, we’ve found that while most companies do in fact listen, few have Social Intelligence strategies and most don’t yet gain true actionable business insights from the data they collect. So even though listening is still very important for brands, it’s time Customer Intelligence teams start using social data.

That’s why I’m eager to announce our latest research on social media data, “The Road Map To Integrating Social And Customer Data” (client link). This report focuses on the role social media data plays for CI professionals. And as the title hints, the role is “integrated with customer data.”

This research was born out of the idea that too many companies have siloed data practices, keeping marketing and business data on one side of the organization and social media data on another. But as I often say – if you only listen to social media, you only learn about social media. To get the most out of social media data, you must integrate it with other data.

For CI teams, integrating social and business data gives you deeper customer insights, the ability to inform targeted marketing, and a more complete view of marketing measurement. But because integrating social data is easier said than done, we’ve put together a road map on how to do it (hence the “Road Map” part to the report’s title) – here’s a quick peek:

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