Social Media Intelligence Defined
Measuring online opinion is more complex than just reading a few posted reviews. In this book, we move beyond the current practice of social media monitoring and introduce the concept of social media intelligence. Social media intelligence (or SMI) focuses on measuring what matters, rather than measuring what’s easy to measure. This process starts with a solid understanding of the organization’s strategic objectives before engaging in any social media monitoring activities. SMI also leverages the science of opinion to better understand the various factors that shape online opinions and metrics, allowing organizations to better uncover the valuable insights hidden in social media chatter and integrate them into the organization’s strategy.