At a strategic level, a social intelligence practice is built to provide valuable insights to marketers and, in turn, to drive smarter business decisions and business impact. It then stands to reason that your social listening data needs to be talking to, and integrated with, other parts of the business.
A while back, I wrote a piece looking at social projects versus programs and the maturity model that drives use case development to evolve your social strategies. The final step in this model is optimizing, and it is based upon integrating technology to share data across teams and systems.
In a nutshell, this means getting social data out of the social silo and allowing collaboration and optimization across all teams, initiatives and programs throughout your organization. As Charles Darwin said: ?In the long history of humankind (and animal kind, too), those who learned to collaborate and improvise most effectively have prevailed.?
Social data should be integrated with and fueling your customer-facing initiatives and the technology that drives them. Marketers must focus on an open ecosystem and on getting data between the wide array of sales, business intelligence and marketing platforms in order to create customer experiences built upon more sophisticated customer understanding and need.
As a social chief marketing officer, I certainly understand the pain of the everyday marketer, constantly looking to improve the relationship we have with our customers from beginning to ...