Read and download my latest paper, published at the International Journal of Market Research http://goo.gl/N6br7Z, highlighting the importance of Strategic Social Intelligence (SSI) for your business.
- Investigate the impact on company strategy of social media, including market research methods
- Identify three typologies of strategy development
- Introduces the concept of Strategic Social Intelligence and the implications for market research
Review: Prof. Phil Klaus (Prof. Dr. Phil Klaus & Associates Consulting) argues that most of
the research to date on the theme of social media explores the issues
from a consumer perspective. He addresses this gap through
research conducted within the retail banking sector, exploring where
social media fits into channel strategy and the implications for market
research methodologies. He identifies three typologies of online
strategy: Initiators, Reformers and Consolidators. Each
typology is described and discussed in detail, including the
implications for SM strategy. He also describes the market
research strategies in retail banking, and introduces the concept of
Strategic Social Intelligence (SSI) that Klaus believes will become an
increasingly important source of knowledge about consumer behaviour,
requiring new aims and skills to be implemented in the research
programme. The big challenge will be imbedding social media information
into strategy, rather than technology issues. Finally, the author
recommends research into how companies have evolved into a particular
type.
Download and read the article
by clicking here
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