Monitoring Is Not Intelligence1. Fourinsight Ltd © 2012
Social Business
The Three Stages Of Social Media Insight
Action
• Strategy
Social Media • Actionable
Intelligence • Implementation
• Intelligence
• Primary
Social Media • Value & validation
Monitoring
• Insight
• Secondary
• Information
Monitoring is not intelligence
(Insight)
Private & Confidential, Fourinsight Ltd © 2012
(Intelligence)
2. Reality check
• Through monitoring we are purely listening in to information from a
distance, meaning most of the time we do not have the full context.
Information
Distance
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3. Monitoring misses the strategic layer to
determine value to the business...
• At a basic level, social media intelligence is social media monitoring built
around key cultural values and strategic measurements
? Strategic
Brand
Measures
Audience
segmentation ?
? Department
projects
Influence
analysis ?
? Internal
culture
Business
value gap
Business
goals and
vision
?
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4. ...and misses the ‘why did they say that?’
• Like any good research design, to get from insight to intelligence we need
to ask lots of questions (but this is hard to scale)
? Why did they
choose that time
to have that
conversation?
Did they talk/ do
anything else at
the same time as
posting that?
?
?
Is there any What triggered
potential bias?
Are they who
they say they
are?
that? How were
they feeling at
the time –
before/ after?
?
User
?
Why did they
choose that
platform at that
point in time?
validation
gap
Was their a
conscious/ sub-
conscious
purpose?
?
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6. Social Media Intelligence -> Social Media ROI
• Poor best-practice with not enough strategic application has led to too
many questions about ROI.
• But in social media intelligence terms the possibilities for insight are too
big to ignore.
• Use continuous insight that comes from all directions both inside and
outside the business to question the norms and strategies of the
business and stay pro-active:
Challenge Engage Innovate Protect
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7. Further application of Social media ROI
Source: http://www.intersectionconsulting.com/2009/social-media-roi/
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8. Fourinsight Real-Time Planning Model offers continuous Social
Media Intelligence translated to Social Business Actions
Fourinsight Ltd © 2012
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9. Fourinsight applies your unique cultural and strategic lens to
Social Media data to create Social Media Intelligence that is
valuable to the business for immediate action.
• Let us put fourinsight straight to work for you -
contact Cat Fraser our MD at:
• Email: cat@fourinsight.com
• Skype: catfraser
• Tel: +44 (0)797 444 2764
• Web: http://www.fourinsight.com
View recommendations of my work at linkedin.com/in/catfraser
Follow me on twitter @catsocialintel
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