Posted by Ravishwaran Pattabi
May 4th, 2011

If you have heard of a term called “sucked into a social intelligence time sink” and this could undoubtedly happen if an organization integrates Social Intelligence (SI) into their current Business Intelligence (BI) arena without a strategy. To successfully execute organization’s goals and objectives, social media data would play an important role. Organization needs to draw a clear strategy to bring social media unstructured data into the current data warehousing.

Social Intelligence in my view is always a strategy not a tactic. I consider the social media platforms like blogs, Orkut, Twitter, Facebook, YouTube, etc., as tactics that bond into the SI strategy. Without a sensible thought-out plan, organization eventually be astounded with unstructured data and worst case get scalded out by it. Organization has to follow stepping stone success guidelines to strategize and implement social Intelligence.  Hexaware consulting team has come-out with a successful guide to strategize the Social Intelligence for their existing customers and I would take the opportunity through this blog to narrate it. The following are the framework which Hexaware uses to layout the strategy for SI.


1.      RESEARCH : Conversation Mining

Conversation mining is all about listening what’s happening in the social media? There are tools like Technorati which provides you on what are the industry specific blogs and blog post that have content related to your niche business area. Also it is about understanding what people think about the brands, who are the influencers in the industry specific blogs, what are various topics discussed, are the sentiments are mixed / positive / negative? The influencers are very important in setting up the SI Goals and Objectives.  One source to get you started on finding these influentials is to look at We Follow.


Once the conversation mining is done it is time to visit / revisit the goal and objective of BI strategy on a whole. Let’s start this with an example of how organization or organization unit would wish to setup their goals and objectives. Few examples are

  • The objective of the marketing team is to increase the website visit by 20%.
  • Attract consumers to view the products benefits and provide comments on the product ranges.
  • Increase the number of followers for the product range by 20%
  • Organization wants to extend the brand presence by 30% in a year and build more influence and trust with the product range

3.      ACTION: Acquire Unstructured Data

Organization’s goal and objective would define the next step to understand on how to bring social media data into the decision making data warehouse.  The Social media data could be from different source. Through conversations mining exercise, organization would have specific set of blogs to follow / listen and to bring data into the data warehouse. Organizations needs to tie-up with System Integrators in building or modify their data warehousing architectures to accommodate unstructured data. Hexaware is consulting in a big way to its clients to accommodate social data into their existing data warehouse.

4.      ACTION: Examination on Acquired Data

The acquired data from the social media has to be examined with the goals and objectives. The following steps would have to be strategies to measure the data against the objective

  • Overview data and set rules to score target
  • Defined tags for acquired subscriptions.
  • Define subject focus over the subscriptions
  • Create analysis and scoring rules

5.      Engage – Implement Your Plan

Organization equipped with smart objectives, a solid timeline, great data acquisition strategy, and the right data examination analytics – then would start engaging implementation of Social Intelligence. Hexaware has a world class implementation model which could tie and measure your objective, timelines, data acquisition and analytics for a success. As this blog focus more on build the strategy for SI, the consequent blogs would discuss more about the implementation plans for SI.

6.      MEASURE: Success

The Measuring of SI is always done with following parameters; here are some variables to include in your measuring process:

  • Share of voice
  • Awareness
  • Engagement
  • Influence
  • Popularity

As this blog focus more on building the strategy for SI, the consequent blogs would discuss more about the measuring ROI for SI program.

The writer is the Principal Consultant and Pre Sales Head – Europe for Business Intelligence, Hexaware Technologies.

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