This is a new and unexpected knowledge that is obtained by aggregating and analyzing data from social media sources. It refers to actionable discoveries about a brand, a company’s products, and services, consumers, a particular market, an audience, or industry trends—information that firms can use to inform decision-making among their research and development, marketing, PR, customer support, and sales teams as well as executives and other organizational stakeholders.
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About the Author: Carmen Yeung
As a marketing associate at Synthesio, Carmen creates content related to social intelligence and marketing by making connections between Synthesio's software and real-world applications. She also works to monitor and optimize Synthesio's social platforms. Outside of work, she enjoys reading, dabbling in art, and spending time with family and friends.