The concept of Social Intelligence seems to be gathering some steam lately.  We first discussed the concept of Social Intelligence in our 1/25/2010 blog post called, “What the @%# is a Social Intelligence Engine”.

In this posting, we published the chart below, which pairs a company’s social media development with the tool that is most relevant to their needs.

As a company’s understanding and social media needs mature, they require an increasingly more sophisticated means of integrating social media into their marketing channel measurement mix.

Social Intelligence isn’t measuring social media in terms of social media impact alone(share of voice, conversation index, etc.)  That’s what happens in Stages 2 (monitoring) and Stage 3(Listening).  When we speak of Social Intelligence, we mean using social media and its sea of relevant customer data as a way to better measure and optimize marketing channels and total marketing performance.  We gave the name “Social Intelligence Engine” to our own tool, which is designed to do just that.

On March 12, Forrester Analyst, Zach Hofer-Shall presented a report called “Defining Social Intelligence“.  Zach talked about “monitoring” as a passive or reactive practice and the development of social intelligence as a pathway to proactive marketing optimization.  In this report, Zach defined the concept of Social Intelligence much more succinctly than us:

“Social intelligence is defined as the management and analysis of customer data from social sources, used to activate and recalibrate marketing or business programs.”

Since March, the concept of Social Intelligence has slowly begun to take hold and companies are beginning to accept the methodology’s validity — using data from social media to analyze and quantify marketing performance and dial it in accordingly.  In fact, only yesterday, global ratings firm Neilsen announced a joint venture with research giant, Mckinsey to create NM Incite, a marketing consulting group powered by social intelligence.

These developments can only be good news for us here at Terametric.  We’ve come through our initial pilot engagements and have used the learning to further refine our Social Intelligence Engine.  Stay tuned as we’ll soon begin our limited beta.  If your organization is interested in being a part of that beta and getting ahead of the Social Intelligence curve, please sign up here.

6MTSCY68A8A5

Tags: customer analytics, social intelligence, Social Intelligence Engine

This entry was posted on Wednesday, June 16th, 2010 at 1:34 PM by MattC and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.