More of less, we’re about five years into the social media revolution, which has dramatically changed the dynamic between brands and consumers.
Brands no longer get to simply broadcast to consumers. Instead, they need to engage in dialogue and conversation with consumers who are more than willing to talk back and talk publicly to other people about a brand’s products and services.
Most brands are listening to the conversations that are happening about themselves, their rivals and sector. They’re using robust social media monitoring and analytics platforms such as Sysomos to make sense of all the digital activity so they can identify opportunities, challenges and crisis situations.
The ability to synthesize massive amounts of data has allowed brands to embrace social media as a powerful tool to drive strategy and make tactical decisions. It has, in some respects, become a game-changer and competitive differentiator. The brands that leverage social media well, can carve out a competitive edge.
At the same time, the social media landscape continues to evolve as brands look to get more insight and drive return on investment.
One of the more interesting trends is the rise of social intelligence, which is focused on helping brands get even smarter about their use of social media and, as important, how their rivals are using it.
Social intelligence involves in-depth analysis of how a brand is using social media to determine what’s working, the content resonating with consumers, the amount of engagement that is happening, and how social media activity can be optimized to improve overall performance.
What’s interesting about social intelligence is it’s being driven by people, who are bringing their experience and expertise to recommend strategy and tactical changes.
This activity is being supported by technology but social intelligence is a people-powered business that can deliver new and different ideas and perspective.
In some respects, social intelligence reflects a balance between man and machine.
It takes advantage of the technology’s ability to collect, crunch and analyze massive amounts of social data, and people who can digest and think through this data to develop new approaches, strategic plans and tactical campaigns.
For brands, it means expanding how to interact with social media and the insight they want to get from it. For the leading social media technologies, it means their services could be used in new and different ways, which means more opportunities.