Social listening is dead. The days of passive, manual social listening within silos are over. A new era of social intelligence is here – it is adaptive, smarter, integrated and cognitive. In essence it automatically connects the dots for you and provides you options for taking actions on the data.
There are three key characteristics of this new new social intelligence that make it powerful:
- Algorithms and Automation
- Integration with Business Systems
If you are attending IBM InterConnect conference today, you will see evidence of this new social intelligence and cognitive analytics everywhere.
Lets step through each characteristic of the new social intelligence.
Algorithms are key drivers of the world of big data. Social data is, by definition, unstructured. It is sharing and consumption of text and media in real-time. As machine learning becomes more sophisticated, we have the ability to detect behaviors and to prescribe actions. When we do this in a self-service that empowers business users, it enhances their ability to capture data and take actions. Our Adaptive Listening capability puts the power of business rules and social data in the hands of business users.
Unlike dashboards of the past, the new generation of social intelligence uses data, rules and visualizations to tell the full story.
“People really want visualizations that present them with enough material and raw numbers that let them understand the phenomena at hand,” – Oregon State University assistant professor Daniel Faltesek.
Integration – Analysts have consistently complained about lack of integration of social data with business systems. Early adopters and forward thinking brands and vendors have worked on integration as projects but it wasn’t thoughtful or systematic. What we need are (a) data exchanges that work out of box and are vendor neutral and smarter such as UBX and (b) event-based data sharing such as Webhooks. At MutualMind we have invested in both and capabilities.
Cognitive – Traditional text analytics has many limitations. Cognitive computing is making inroads in many fields to solve unresolved challenges. Social is one of the areas where Cognitive, learning technoloy can help to understand people, their intentions and behaviors. Cognitive will provide the context for many of the actions and helps businesses to tailor products, services and campaigns for their audience. Done right, cognitive will also make predictive analytics and lead to better decisions.