Fourinsight's Three Stages of Social Media Insight model. A founding principle of Fourinsight is that we deliver Social Media Intelligence to our clients which goes far beyond the limitations of Social Media Monitoring (secondary research).This presentation looks at the key differences of Social Media Monitoring V;s Social Media Intelligence and poses questions that we should be asking at that stage.

1. Fourinsight Ltd © 2012
Social Business
The Three Stages Of Social Media Insight
Action
• Strategy
Social Media • Actionable
Intelligence • Implementation
• Intelligence
• Primary
Social Media • Value & validation
Monitoring
• Insight
• Secondary
• Information
Monitoring is not intelligence
(Insight)
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(Intelligence)

2. Reality check
• Through monitoring we are purely listening in to information from a
distance, meaning most of the time we do not have the full context.
Information
Distance
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3. Monitoring misses the strategic layer to
determine value to the business...
• At a basic level, social media intelligence is social media monitoring built
around key cultural values and strategic measurements
? Strategic
Brand
Measures
Audience
segmentation ?
? Department
projects
Influence
analysis ?
? Internal
culture
Business
value gap
Business
goals and
vision
?
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4. ...and misses the ‘why did they say that?’
• Like any good research design, to get from insight to intelligence we need
to ask lots of questions (but this is hard to scale)
? Why did they
choose that time
to have that
conversation?
Did they talk/ do
anything else at
the same time as
posting that?
?
?
Is there any What triggered
potential bias?
Are they who
they say they
are?
that? How were
they feeling at
the time –
before/ after?
?
User
?
Why did they
choose that
platform at that
point in time?
validation
gap
Was their a
conscious/ sub-
conscious
purpose?
?
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5. Fourinsight operates in the last 2 stages
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6. Social Media Intelligence -> Social Media ROI
• Poor best-practice with not enough strategic application has led to too
many questions about ROI.
• But in social media intelligence terms the possibilities for insight are too
big to ignore.
• Use continuous insight that comes from all directions both inside and
outside the business to question the norms and strategies of the
business and stay pro-active:
Challenge Engage Innovate Protect
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7. Further application of Social media ROI
Source: http://www.intersectionconsulting.com/2009/social-media-roi/
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8. Fourinsight Real-Time Planning Model offers continuous Social
Media Intelligence translated to Social Business Actions
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9. Fourinsight applies your unique cultural and strategic lens to
Social Media data to create Social Media Intelligence that is
valuable to the business for immediate action.
• Let us put fourinsight straight to work for you -
contact Cat Fraser our MD at:
• Email: cat@fourinsight.com
• Skype: catfraser
• Tel: +44 (0)797 444 2764
• Web: http://www.fourinsight.com
View recommendations of my work at linkedin.com/in/catfraser
Follow me on twitter @catsocialintel
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