Social Intelligence a Nice Addition to Analytics, but Not Necessary

August 9, 2017

Social media is an ever-evolving tricky beast to tame when it comes to analytics which is why most companies do the best they can with the resources appointed to the job. Social intelligence gurus, however, are constantly pushing more ways to make sense of the mounting social data.

A recent CIO article exploring the growing field of social intelligence highlighted the role of Sally-Anne Kaminski, Global Social Media Strategy Manager, at Zebra Technologies. Her job was explained as:

When the sales enablement team approaches her about prospective clients, Kaminski taps Oracle’s Social Cloud, a social relationship management tool, to build a comprehensive dashboard to help the sales representative nail the sale. Kaminski loads Social Cloud’s Boolean search with keywords, phrases and topics to discover in conversations across Facebook, Twitter and LinkedIn, as well as message boards and blogs.

Is it effective though? Even Kaminski admits there is no data showing her role analyzing social media data (beyond what analytics alone can do) is benefiting anyone. At the end of the day, social intelligence is reliant on the human touch (think more money) and we must question the operational value it provides.

Catherine Lamsfuss, August 9, 2017

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