What Exactly Is Social Media Intelligence?

If you work in marketing or advertising, you take for granted that gathering or analyzing social media intelligence is an integral part of your job.

But if you take a step back and ask, “What exactly is social media intelligence?” it can be a helpful exercise in examining what to do with the intel gleaned and what the point is of collecting it in the first place.

The graphic below from New Brand Analytics breaks down social intelligence into four clean quadrants.

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