The social intelligence industry has matured from the days of “social media monitoring” or “social listening”. Social intelligence is different, it’s more than reporting, it’s the process of finding and creating insights about behavior, emotions, perceptions, and motivations. Different analytical methods have been developed, and there’s skilled experts who know how to analyze the data to get to the insight out.
There is no doubt that the market for social media insights has matured, during this process there is also recognition that social data alone cannot answer all research questions. Technology vendors are starting to pull in other voice-of-the-customer data sources, and integrate other tech-enabled research methods into their platforms.
These changes have brought about new terminology, but is this terminology right or needed? Is it a branding exercise? Is it more hype that the industry will not deliver on? How should we talk about social intelligence, and the emerging new approaches and technologies?
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