Over the past couple decades, an increasing number of business technology (BT) buyers have started to use social media. In 2012, more than 80% of BT buyers in the US and more than 75% in EMEA were seen to use social media for work purposes. As customers start to spend more time on these sites, the amount of social data available for companies to turn into actionable insights has increased as well.
How Cisco Uses Social Scoring
At Cisco, social data is the foundation upon which we derive our social intelligence. Social Scoring is a method by which we capture and process our customer and partners’ social interactions to build “virtual profiles” for each individual. Essentially, we aim to obtain a 360° view of each customer so that we can improve our marketing efforts.