1-hour message 1.5 billion: how enterprises use social information to create value

Beijing Time March 20 news, according to foreign media reports, the current global social media platform about 1.5 billion messages per hour, social media users share about 30 billion monthly content, including comments, views, videos, podcasts and pictures, and 15 years ago these completely non-existent.

This means that companies can use the vast amounts of data about their markets, users, and competitors to get useful information. The challenge is to turn these social media messages into useful information and extract ideas, ideas and warnings that can create value and protect value.

Social intelligence

Many companies recognize that social media may lead them to better understand the needs of users. Many companies have been trying to study how to get the right information to help them succeed in the fierce market competition and achieve profitability. To this end, not only the majority of Internet users of social messages and network behavior of professional analysis, but also should be clear that this is not simply to listen to the voice of netizens.

Companies must be aware of what information to monitor, how to interpret the information they receive, and how to circumvent the risks of social media. This is social intelligence.

Grasp the trend

Acquiring this social intelligence means using data, technology, and manpower to sift through valuable information, extract information from sentimental messages, and when to extract information, which is invaluable to businesses.

After that, use the valuable information to understand the message, and the meaning behind the message link, network, and location, and then compare it with some other bits and pieces of information that might be on the web-not just social messages. These bits and pieces of information include phone numbers, e-mail addresses, relationships with the Web site, links to a friend or user alias domain, and so on.

Synthesizing this information, presenting information about a particular topic, word, or phrase, is validated to determine whether the information appears to be a true trend or just a bluff, providing an enterprise with a way to determine the value of development trends and determine if a strategy needs to be changed.

The advantage of social intelligence

The first advantage of social intelligence is that it can be used to determine the micro-trend that has not yet gained momentum for development.

With this information, companies can get a huge profit margin by taking the lead in providing services or products to the market before the competition is formed. This applies not only to the business of the enterprise to the user, but also to the business of the enterprise.

Use social media to understand the needs of users, you can develop better products, so as to achieve a winning situation, so that your users and you will be able to achieve a substantial return.

Testing business Policies

The second important advantage of social intelligence is the ability to test business policies for the enterprise.

With social intelligence, companies can compare the results of different methods and determine the best strategy. For example, a Dutch company recently used social media to study the best way to communicate its financial results.

In addition, social intelligence can help companies more effectively plan and forecast future market demand. PA Consulting Group has used social intelligence to predict the occupancy rate of a large hotel for a certain period of time, with an accuracy rate of 98%.

Build Digital Business

The third advantage of social intelligence is that social media has brought strength to enterprises, working with employees, users and suppliers to innovate and build a new "digital business".

A leading pharmaceutical company is using social media to gather ideas from around the world to develop innovative solutions for a thorny medical problem. In this way, future users and suppliers to participate in enterprise behavior enhances the confidence of the enterprise, when their new products and services to market, can be widely accepted by the market.

Better than traditional market research

Fundamentally, social intelligence answers questions that are critical to corporate strategy, and board members need them.

These questions may be simple enough to understand how competitors compare their customer service levels, or to provide evidence of the best way to get into a particular target market, or to identify products that users may want but that the enterprise has not yet provided.

Similarly, companies may need evidence to support a major investment or develop a new supplier, but need to know if existing users will accept it.

With a lot of data and sophisticated analysis, social intelligence can provide more and better information than traditional market research.

Competitive Intelligence

Social intelligence also provides better competitive intelligence. In today's more brutal business environment, it is more important than ever to know the plans of competitors and their successes and failures.

Advanced social media Analytics provide an opportunity for the enterprise to conduct a comprehensive and extensive analysis of its area, including analysis of users, suppliers, competitors, potential competitors, and key supporters.

The analysis can be used to develop "impact strategies"--whether media, blogs, or LinkedIn groups forums--to deliver a series of blueprints for corporate prestige signals through these appropriate network channels.

The risks of social media

While social media brings opportunities to businesses, it also poses some risks.

The rapid spread of social media information can cause serious disruption to businesses. 78% said they believed in what social media said, but a misleading comment could damage a company's reputation in a matter of seconds. Therefore, it is important to master information sources, the motives behind information, and how to curb the destructive power of harmful information.

Another major danger that social media poses is cybersecurity. Hackers can use social media to obtain personal information about employees in the enterprise and illegally exploit this information. After establishing contact with employees, criminals may be able to trick employees into revealing ways to get into the corporate system and then open the door to cyber attacks.

However, this information can also be used to combat hackers. Cyber criminals or their associates may leave their footprints on social media sites, making it easier to track hackers and prevent or reduce cyber attacks.

PA Consulting Group, in collaboration with another company that suffered from cyber attacks, used social intelligence to determine the location of the hacker within one hours, blocking the hacker's attack.

Opportunity

Companies must understand social intelligence from two aspects of the advantages and risks of social intelligence. Once you use social intelligence, you'll see that this exciting development can fundamentally change the way companies behave.

The great benefit is to bring better products, competitive advantages and greater value. Winners must accept social information and incorporate social intelligence into all their actions.

Here's the chance.

(Responsible editor: The good of the Legacy)