I agree that the new and changed sources of information means that getting intelligence from social media is new required line of investigation for companies. I wonder how much it actually changes historical ways of sourcing and analysing data?

McK talks to a traditional tool kit and the new social intelligence set. The latter appear to be slightly more real time than the former, but there I can’t see that much difference between putting on an experts’ symposium and engaging with influencers online.

How ‘social intelligence’ can guide decisions – McKinsey Quarterly.