by Mark A. Stevens
In an average month, roughly half of social media consumers will both compliment a brand and express concerns or complaints about a brand, according to a Nielsen survey on social media use in the US.
It isn’t surprising, therefore, that enterprises are embracing new tools to listen to and interpret the social conversation. Social listening helps brands understand where social conversations are happening, what topics are being discussed, how the public feels about the brand, and where the sales or service opportunities are.
While these insights are valuable in their own right, the real power of social listening comes when social data is combined with a company’s existing data—product introductions, marketing initiatives, sales performance, and customer profiles.
Customer information discovery is a management discipline and toolset that helps business users correlate the social data stream with internal data sources. It helps answer important questions that are not typically available with traditional business intelligence tools alone:
All too often, social listening is disconnected from the rest of the business, and using traditional methods of data integration are too cumbersome to address the dynamic and real-time nature of social media content.”
Take, for example, a company with declining sales. Internal sales dashboards provide the ability to review sales trends across a variety of dimensions, such as product, channel, and geography, but what is actually driving the trends? Social data, analyzed in the context of these granular sales trends, can determine if sales performance is driven by pricing, product features, product quality, distribution, or other factors—perhaps even a detractor who is highly influential on social media.
The customer information discovery toolset must provide the following key capabilities:
All too often, social listening is disconnected from the rest of the business, and using traditional methods of data integration are too cumbersome to address the dynamic and real-time nature of social media content. Consumer information discovery tools help address these challenges, making it easy to integrate disparate data sources, gather new customer insights, and empower the enterprise to make better decisions going
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