What’s the Difference? – A Social Media Monitoring Strategy that Analyzes Intentions Instead of Mentions

At CI we talk a lot about analyzing consumer intentions, extracting consumer expressions of preference with regards to products, viewing intentions or services from social data.  We talk so much about it that sometimes we fail to fully explain why a social media strategy focused on understanding consumer expressions of intent is so much more valuable to a company than one that relies on volume-based monitoring. Both are important metrics of value but only one can show how specific campaigns, advertising or other outreach efforts are influencing concumser behavior and impacting ROI.(more…)