There’s a hierarchy of value when analysing the social web, one that shadows its short history.
Historically we started with intelligence: gaining a sense of what was being said. Many remain at this point with their social web programmes.
This evolved (and improved) to insight, gaining a sense of the reasons behind the conversations, the reasons why people say what they say.
The pinnacle now in the hierarchy is intent: gaining a sense (better still, an understanding) of the intentions of those talking on the social web.
Now you have social CRM. Now you can sharpen your return on effort and investment. Now there’s purpose behind your social web programme.
Now you can make money, and derive value from, the social web.