Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
The analysis of Social Media (often referred to as Digital Communication) makes a significant contribution towards the generation of market and competitor knowledge. Digital Communication is important because it is available, because it is growing and because it influences target groups such as consumers, patients, voters, decision makers, journalists and activists etc.
Blogs or platforms such as Facebook, Linkedin, XING and the Internet in general have taken over traditional information sources as the prime research medium for competitive intelligence researchers. No intelligence researcher can afford not to tap into this wealth of information.
The Internet delivers the ability to quickly identify consumer impulses and opinions. It is in effect a marketplace for opinions, a platform for testing and launching new trends, and is an influential component in the competitive arena.
Social Media Monitoring describes the search for early signals, patterns and trends in digital communication. By including and analyzing quantitative and qualitative insights, companies can capitalize on opportunities and avoid risks.
- Digital Communication Basics
- Analyzing Digital Communication
- Competitive Intelligence application and examples