The Social Intelligence Landscape

Less than a year ago we published the Listening Platform Landscape report, laying out the evolution of social media monitoring. That research continues to drive many client inquiries today, but in the months since it published a very unsurprising thing happened: the landscape continued to grow up.

Since the last report published a lot has happened. There are dozens of new players in the space – from simple brand monitoring dashboards to large listening platforms - new startups to technology behemoths. We've seen consolidation, acquisition, and expansion. The vendors we covered a year ago now offer more advanced tools and features and as a result marketers too have evolved, finding new ways to use the social media data these platforms collect. Further, we're watching new tools emerge – collecting and analyzing social data and pushing the boundaries of what we’d call a listening platform.

We're seeing many trends in the space and are now setting out to readdress the landscape of a rapidly emerging space. Aiming to publish in January, 2010, we are kicking off the "Social Intelligence Landscape" a deep look into the tools, technologies, and services that derive actionable Customer Intelligence from social media data.

To start, we thought it best to use our own social technology to further the research. Marketers: what new tools or services do you use to manage the overwhelming volume of social media data? Leave a comment below, email me at zhofer (at) forrester.com, or reach out to me on Twitter. We'd love to hear your side of the story.

Comments

re: The Social Intelligence Landscape

Looking forward to the report Zachariah. I think a major social computing trend for 2010 will be cross-pollination between social media aggregation/syndication tools, listening platforms, analytic tools and SCRM apps (Salesforce.com's Chatter is a recent example ). Similar to the evolution of CMS and BI apps - businesses are looking for efficiencies (i.e. dashboards) for all things social. Players who can bring social listening, analysis, dialogue, syndication and workflow together will be on the right track. I took a dive into the space a few months ago - check it out - hope you/your readers find it useful: http://www.slideshare.net/kgerr/social-media-aggregation-101

re: The Social Intelligence Landscape

Thanks for the comment, Keith.I think your presentation hits on a great point here: the difficulties inherent in the increasing number and evolving nature of various social channels. On the aggregation front, marketers will be continually challenged with managing new channels - giving rise to more tools, technologies, and services to support the need.The big step for Customer Intelligence marketers is to take the aggregated data and turn it into actionable insight - a challenge far easier said than done.