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The Financial Times Guide to Social Media Strategy by Martin Thomas

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CHAPTER 5

MAKING THE MOST OF SOCIAL INTELLIGENCE

Why this matters

Social media involves real people, talking about real things in their own words, in real situations and in real time. This represents an incredible source of knowledge and insight into customer behaviour and intentions and emerging trends, just so long as you know how to capture and make sense of it. The social data that is captured through social listening can include any conversation that people create in social media – words, images and videos – plus the actions they do to promote, share and like that content.

Every organisation can access intelligence on customers, competitors, market trends and other business-critical knowledge, whether dipping into social media conversations ...

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