Gabriel Braun asked in his Linked In post “What does Socializing Data or Social Intelligence mean?”
Here is a point per point response
1. How will your company gain value from the cache of data within its social networks?
It depends whats being said within its social networks. Do you have questions you want answered or are you looking for general customer sentiment. Do you rely on tweets and Facebook links or combine it closely with phone and web surveys?
2. What kind of predictive models and metrics can be devised from your social sources?
I propose since human communication by nature relates to what “has happened” the vast majority of open communication wont qualify. To get the answers you want you have to drive the conversation and not expect your community to migrate there by themselves.
3. How can intelligence be shared within private or public social networks with privacy being a cornerstone of BI data?
Sounds like a data modeling question, and one that most companies struggle with. When is aggregation not enough? What dimensions should not be connected? Who is the audience of this information and is there a value to the information it provides that can be commercialized?
4. How will real-time collaboration find its way into serious business dashboards?
Dashboards have been read only for the vast majority that I have seen. When a dashboard is designed that answers a complete question (not just a metric) and the time and money is spent to design and document a workflow that allow the viewer to write back a transaction or workflow hand-off down the supply chain based on the approval of the answer the dashboard presented then collaboration will be effective
5. Is Social Intelligence fool’s gold or the next big thing?
Social Intelligence must have several pieces in place to present even a partial picture
a) A pipeline for capturing customer sentiment at different points in the chain of the transaction i.e. pre-purchase, post-purchase, post-reception, post-use.
b) Clearly defined metrics – i.e. tweets per day,
c) ability to tie metrics across dimensions such as time, marketing [promotions , product changes, etc
d) a Two way street – If your product is getting slammed because its broken on receipt and you change your shipper or packaging are you communicating that change back to the community in which you have measured the negative impact?
Do you concur?
