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Executive Summary: A Time to Listen, a Time to Engage
Now that conversations about social media have taken over large amounts of digital ink in cyberspace—with consumers becoming more vocal about issues as less than perfect customer service, product quality issues and pricing— organizations of all sizes are struggling to:
Correlate social activities to tangible results
Convert social analytics into actionable intelligence, and
Create new business processes and rules to manage social interactions, to develop social engagement or to create customer advocacy.
Quite simply, we define social business as exploiting the ability to listen, analyze, iCustomer Engagementnteract and engage with customers via conversations in support of corporate goals that are strategic, operational and tactical as well as short and long-term in nature.
Why do organizations find this daunting? There is no dearth of software and service vendors offering sentiment analysis, twitter analytics, content analytics, and speech analytics tools. Each offers dashboards, drill-downs, graphs or other types of visualization that illustrate metrics for online sentiment analysis (positive, neutral, mixed or negative), such as influencer or net-promoter scores, share of voice, volume, product quality issues, crisis management, share price cause and effect or media and brand reach.
Our assessment is that customer-propelled social interactions are blurring the lines and driving convergence among sales, marketing and customer care business processes. Social business offers the opportunity to improve customer interactions by fostering real engagement through innovative technologies combined with redesigned business processes.
 To Everything There Is a Season", often abbreviated to "Turn! Turn! Turn!" is a song written by Pete Seeger in the late 1950s based on text from the Book of Ecclesiastes.
 “Exploiting Social Intelligence for Customer Service & Support Excellence”, ©2013 Hypatia Research Group.