Social Media Analytics – A spider web out of control?
I read an article ‘Social Intelligence: The New Frontier for Business Intelligence’ which I found interesting. In it, the author, Mark Perrett, Worldwide Social Intelligence Solution Development Leader for HP Enterprise, proposed that social intelligence will become a new frontier under the ever growing umbrella of data analytics. The author defined this term as “social intelligence provides deeper knowledge of customers by combining insights into customers’ social media behavior with traditional customer intelligence gleaned from conventional marketing and customer relationship management.” I’m not sure I would call this a new frontier although I do agree that the majority of companies are not addressing this as a business priority with everything else on their plates.
The question posed in my mind was a statement he made that “In many organizations, senior leaders are turning to their IT departments to get control of the volume of data and turn it into actionable insights. To help their organizations achieve their goals, IT teams need to learn how to aggregate, analyze and act upon insights found in social media streams.” I would fundamentally disagree with this statement. As a technical marketing person for too many years to count, although IT may need to set-up the technical framework, (the author views this process as a combination of traditional CRM, marketing, and social media communications), the analysis and determination of objectives and subsequent achievement of objectives would not be the responsibility of IT, it would be the ‘business group’. At least that has been the case in any marketing job I have ever held.
It is similar to a spider web where each spider silk is intertwined with the spider web itself holding it together. Regardless if it’s social intelligence, text analytics, Big Data, who is responsible in your organization or who would be responsible for identifying the ‘actionable insights’? The data ‘gatherer’ or the business owner? Do you think this should fall on IT?