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Posted by James Kobielus on July 7, 2010
As an industry analyst, I’m part of the professional class that delights in defining standard marketplace terminology. More than that, many of us spend our working lives coaxing industry to march under marketing banners aligned with our pet definitions.
Yes, indeed, each analyst likes to feel that his or her marketecture terminology should rule school. Last month I did a Forrester podcast on a topic that’s extremely hot right now: leveraging the power of social media and social networks to manage your brand, drive marketing and sales campaigns, and manage ongoing customer relationships. In that session, I discussed the role of analytics in social media for multichannel customer relationship management (CRM).
My initial impetus for the podcast was to spell out the chief distinctions between two terms that, on first glance, appear almost synonymous: social media analytics and social network analysis. During the podcast I also trucked in another related closely related term—social media monitoring—and even alluded to social intelligence and other phrases that have gained currency.
What follows, for those of you who don’t listen to podcasts, or can’t find them, is the gist of what I said on this topic:
No, I won’t attempt to define “social.” Everybody has their own definition. Foisting mine on you all in this context would be unsociable.