Social media intelligence encompasses monitoring social media, collecting and analyzing the content, and using the resulting insights to inform the strategy. Basically, SMI uses both social media monitoring and analytics to derive strategic solutions.
In this process, McDonald’s isn’t just looking for a “follow-up” to marketing activity; through SMI, the brand can have a more rigorous, in-depth look at the conversation around the McNuggets. SMI allows McDonald’s to
analyze the audience, such as its demographics and psychographics of the participants of the conversations, understand purchase intent, research similar product launches, and interpret this conversation through the use of custom categories.
Unlike social media monitoring, social media intelligence is commonly a precursor of marketing activity.
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Think of it this way: Batman is omniscient and Superman is omnipotent. Although most companies want to assimilate themselves to a God-like character with unlimited power like Superman, Batman is more intelligent, relatable and versatile in his job.