Social media intelligence encompasses the strategies and processes involved in collecting and analyzing vast amounts of data from social media platforms for marketing activities such as research, advertising campaigns, competitive intelligence, and measuring user engagement. This approach covers a broad range of actions, including both traditional marketing elements and in-depth analyses designed to decipher the dynamics of dissemination and influence observed on social platforms, such as virality analysis. The information and conclusions derived from social media intelligence can guide a brand’s or organization’s social media strategies and also influence decisions in other areas of marketing, such as product or pricing policy.

In practice, the concepts of social listening and social media intelligence often cover similar realities, although the latter term appears to offer a broader and more in-depth approach to data collection and analysis. For a more detailed exploration of the various aspects of social media intelligence, it is recommended to consult specialized sources. The tools and methods of social media intelligence are generally discussed at conferences such as those organized by EBG.