After a year of transformation, businesses are going all-in on social—90% of executives see social becoming the primary communication channel for connecting with customers, according to recent findings in the Harris Poll on behalf of Sprout Social. Business leaders don’t just see social as a communication tool though, they see it as a valuable source for business intelligence. In fact, 85% report that going forward, social will be a primary source of data to inform business decisions.
The unbiased consumer, industry and competitor insights gleaned from social can be influential far beyond the marketing department. Social is the first place consumers turn to when they need information, entertainment or an outlet to voice their thoughts and opinions. It’s a place they go daily to engage with their favorite brands, provide feedback and learn about new products and services. Social moves fast, which is one of its strengths as a marketing business intelligence channel. However, that also means that customer sentiment, brand perception and cultural trends can change in a matter of minutes. Getting the most value from social business intelligence starts with the ability to access and act on it quickly.
We’ll take a deep dive in the article, but watch the video below for a five-minute break down of social business intelligence and how to use it, along with brand examples to help visualize how to use the data for your brand.
Using social listening to drive business growth
Sprout customers have used listening to answer questions like, what day is leg day? What should be the focus for the next season of our podcast? Who was the artist of the summer? And that’s just the tip of the iceberg.
Sprout’s Social Listening tool made it clear to Trek Bicycle that 2020 was the year of the bike boom. And with the bike boom came a surge in the brand’s audience. New cyclists and riders that hadn’t expressed interest in biking were suddenly vocal biking enthusiasts.
To better understand these “bike boom riders” and what they’re looking to get from cycling, the biking brand leveraged Sprout’s Advanced Listening solution. Not only did the listening data help inform their social strategy, but it also influenced the brand’s overall business strategy as well. It helped the brand forecast how long this bike boom might last and how they could capitalize on it.
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