Operating Global and Local Social Intelligence Requires A Tender Balance

Samantha Ngo

Social media is human.  It’s embedded in local cultural context of consumer needs, affinities, and behaviors. But to serve consumers, multinational companies need effective social intelligence to keep a finger on the global pulse of brands and simultaneously inspire local-relevant campaign content and interaction.  So how do you start on this journey?  My colleague Cinny Little and I have recently published a report that provides practical guidance on executing on this tender global / local balance.  A summary of our take:

You need a Center of Excellence (COE). A center of excellence’s mandate is to drive common approaches and processes that enable generating insights from the data and assessing results across brands and regions. But a center of excellence isn’t a one-time a project that you can check off your company’s digital transition list. It’s a long-term commitment to establishing purpose, people, processes, and platforms that enable data- and insights-sharing across departments. Our research shows that the success factors for building an effective COE for social intelligence require you to:

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