Co-Founder, Chief Strategy Officer
Through engagement with with many of the world’s leading brands across a myriad of industries from food to pharmaceuticals, we often get an array of insightful questions about social intelligence and the threats and insights that come from the open social universe. Given this, we’ve tapped our Co-founder and Chief Strategy Officer, Mark Langsfeld, to periodically provide insight on questions surrounding social risk and social intelligence. Mark oversees ListenLogic’s Business Intelligence Command Center (pictured), the largest and most advanced of its kind in the world.
If you have a question related to social intelligence or social risk send it firstname.lastname@example.org.
As social media continues to grow exponentially, our team is regularly asked about the fundamentals of social intelligence. Here are a few questions of interest on the topic:
There’s growing talk about “social intelligence,” but what is it exactly? -Anthony G.
Social intelligence is basically advanced, strategic insight derived from the billions of daily discussions across the open social universe. Rather than looking at a specific, predefined keyword list against a small sample of social media like traditional social listening tools do, true social intelligence solutions view the expansive open social universe using concept models to detect known and unknown items and issues, which can be opportunities or threats to the business.
The biggest value of social intelligence is tied closely to the actionability of the insight – can a brand guide their decisions, set their strategy or drive their innovation with the specific intelligence? This is a critical focus for what our team delivers.
What’s the difference between social monitoring and social intelligence? -Michelle F.
Social intelligence goes way beyond first generation social listening tools to deliver actionable, strategic insight to corporations to set strategy, guide decisions and drive innovation. A variety of advancements have driven the evolution of social intelligence. First, streaming supercomputing big data processing allows for a holistic view of the open social universe in place of the narrow samplings social listening tools monitor. Second, complex concept modeling allows for more accurate detection of opportunities and threats, beyond preset traditional keyword lists used by self-service social tools.
Social monitoring is typically a self-service tool used to gauge customer sentiment or “buzz.” The problem with “buzz” is with its accuracy and dependability. The shifting lexicon of consumers makes interpreting sentiment very difficult for simple keyword solutions. The difference between social intelligence and traditional social analytics is that the ability to process billions of daily social discussions allows for the tracking of sentiment to go much deeper on a much more sophisticated level. Instead of simply high-level sentiment displaying whether consumers like a company or brand, social intelligence allows for targeted sentiment around specific features and attributes of a brand, making the intelligence actionable and valuable for marketers.
Do you have some special tips for brands, that wants to improve their social intelligence? Where should they start? -Daniel I.
We get this question a lot from leading brands. At some point many brands realize that their social tools are not delivering accurate, holistic views, and the information they are getting is typically not actionable. The first step is deciding how the brand wants to use the intelligence. Is it to drive sales and revenue? Is it to identify emerging threats? Whatever the objectives, companies that opt to get serious about the social intelligence around their business should look to find a solution with supercomputing capabilities, able to process the billions of daily social conversations being produced. Social is now a big data problem, light years beyond “buzz.” Many brands realize that this type of technology and expertise is not in their core competencies as a business and would require massive investments in technology development and personnel, so finding the right partner for them is critical.