Reprinted from The End of Business as Usual, Chapter 14
This is why it’s critical that businesses shift resources away from social media monitoring and make a concerted move toward intelligence. This new listening movement will help businesses better understand who they’re trying to reach and what they value to inspire…well, everything. From marketing strategies to service models to new processes, products and services, intelligence becomes the key to meaningful engagement and ultimately increased awareness and relevance.
Brian Solis, Social media is about social science not technology, March 14, 2012