"Using social media as a data collection tool, or social intelligence, is considered an important factor for growth by 93% of industry professionals, but just 36% use it regularly to inform business decisions outside of marketing, leading to data silos that prevent important insights from reaching the right department, according to research from Sprout Social."
"“The big thing to remember is that consumer conversations are happening in real time, 24 hours a day, seven days a week, and so most organizations are still processing that information very slowly,” said Brittany Hennessy, vice president of social intelligence evangelism, Sprout Social. “That's really the pain social teams are feeling. They have seen something on social media, they have a recommendation, but they can't get the insight out of their team to the department that might need it.”"
"While social media can be a treasure trove of consumer data, figuring out how to collect, use and apply that data can prove difficult. Shifting through the sheer volume of information and figuring out what is of actual value can be an arduous and imprecise task. On social media, a few negative comments from a small group of people can overshadow everything else and skew brand perceptions."
Social media is central to marketing because it helps brands reach consumers and gather consumer insights about products and brand decisions. Social intelligence is viewed as important for growth by most industry professionals, yet only a minority use it regularly to guide business decisions beyond marketing. This gap creates data silos that keep insights from reaching the departments that need them. Consumer conversations occur continuously, but many organizations process information slowly. Social teams often see recommendations or issues on social media but cannot transfer the insight to other teams. Extracting useful signals is difficult due to high volumes of information and the risk that a small number of negative comments can distort brand perceptions. Artificial intelligence can help sort noise and improve decision-making, especially during brand crises.
Read at Marketing Dive
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