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Posted by Zach Hofer-Shall on July 24, 2012
If you've been following my sporadic blogging this year, you'll no doubt notice a recurring theme: the call to action around the social data collect. This theme comes as a result of the past few years of writing research and working with companies on their social media strategies but still seeing too many companies stuck just monitoring for brand mentions or collecting weekly "social listening" reports that tell them what happened on Twitter. Count all the Facebook likes you want, but there's a lot more to the data social media creates than what most companies touch today.
Fortunately, I'm not alone in this crusade to get companies using their untapped social data. My post back in March — Listening Must Evolve Into Social Intelligence — currently has more comments than any other post on the Customer Intelligence blog in the past two years. This isn't meant as bragging; it just shows that the message resonates within our community. We know we need to make social data actionable — it's time to start evolving our social intelligence strategies. That's why I'm excited to launch the culmination of this crusade: Forrester's Social Intelligence Playbook.
The Social Intelligence Playbook lays out the path to help companies establish the right framework and mature their practices around capturing, managing, analyzing, and applying social data. It contains twelve reports, focusing on four key areas:
Our goal with this playbook is to give companies the information they need to evolve their social data practices. Companies that haven't yet started monitoring social media will learn why they must and how to justify the investment. Companies with experience in listening will learn how to take those next steps towards action. And companies mature with social intelligence will learn tips to keep pushing the boundaries of social intelligence and identify new ways to put social data to work for their business.
Lastly, this has been a long and exhausting process, and I couldn't have done it withough my diligent editor Dave Frankland or my Senior Research Associate Allison Smith, both of whom contributed to the Executive Overview. Thank you both — and go get some rest.
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