Who is the actual human we are targeting?

We begin by identifying every single person who is online. We do this by proving which social handles are connected to real people and which are simply junk accounts. The way to prove if a social handle is connected to a real person is to append extra data next to a social handle, such as other social handles, emails, addresses, phone numbers, the social handles of family members, job titles/bios from social sites (LinkedIn, Facebook, Twitter, Instagram, Vimeo). This is important because we want to analyze real human beings and their behaviors. The reason we want to study real people is to make accurate predictions about human behavior and the outcomes of behavior in different contexts. When we can predict behavior more accurately, then we are able to influence individuals, which is one of the ultimate end games of marketing, advertising and pubic relations.

When we have a healthy set of columns with this kind of information, then we can move on to using tools that study all of the content posted by an individual, as well as the way the individual describes himself/herself in bios on various sites. We can also study posts about individuals, some of which may include video footage, images, interviews, and sites that denote achievement. This set of software studies all of this content about an individual and classifies him/her as a specific persona type, along with the interests this individual focuses on. This is important because we want to know more about the type of person each individual is and what influences his/her behavior.

The next set of software we use derives insight from offline data, such as the data from credit bureaus, credit card companies, direct marketing companies, catalogue marketing companies, club membership research, background checks, etc. When we blend offline data with online data, we are able to demonstrate with more confidence the brand preferences, purchasing-buying styles, and many other classifiers related to an individual. This is important because online conversations, posts, and self-description in bios do not always give us enough to deeply understand the behavior of individuals. The blending of offline and online data results in a more complete portrait of the individual human being.

In short, we are able to more precisely influence what an individual human being will do in the future. For a brand, this long-term influence is very important as this will be how loyalty and sales are ensured. There are, of course, deeper goals for other organizations, such as governments, religious groups and media groups. These groups are often interested in wholesale culture change, particularly in enemy/competitive territory. The action of changing another culture is a top long term priority of groups that have been around far longer than the Unilevers and P&Gs of the world.

Social Business Intelligence Advance #3

It is not enough to have a web intelligence solution that shows us where our own internal CRM is connected to important conversations and trends. We must also have a solution that shows us where our competitors’ CRM is connected to these same conversations and trends. In addition, we must have a solution that automatically delivers a set of individuals exactly like our best customers, complete with First Name, Last Name, Current Phone, Current Email, Current Social Links and cited examples of participation in these important conversations and trends. That’s the solution yet to be achieved in the social business intelligence world.

Social Business works for the Hearts of your customer first

Brands belong to everyone, not just any specific leader of a corporation or a government. ~Peter Economides

Take your passion and make it happen! ~Irene Cara

I once met a CEO who asked his CFO and CMO, “How much money and when?” I met another one, who asked, “How many hearts won and when?” If you want to build a community, try starting with Relational KPIs. It is NOT about automation. It’s about humanization. The most perennial of brands, the ones we all love, found connection via relationship.

Economic systems are often solely attached to numerical growth whereas social systems are attached to depth of connection and meaningful relationships. Perennial business is focused on social psychology vs. pure numeric results. Organically grown business is real and deep and, in the long run, far more lucrative in all respects. Humanity needs this now.

I grew up within the system of America – I am a son of corporate America and of the Church of America, both. I also grew up all over the World – I respect the spiritual and cultural traditions of the nations. The greatest organizations and individuals I met during my travels were human. H-U-M-A-N. I’ll fight to my dying breath for the mammal, for the sweat, for the emotion, for the heart. And I’ll work to my dying day for technology to be driven BY and work FOR the heart of humanity.

Karen Gritter writes, “Getting out of the “factory” and “numbers” mentality is also critical for our planet. Factory farming is destroying our soils.” Paul Farmer writes, “I work in manufacturing and I have a couple hundred people working for me and production can occur with a few mechanics and laborers because the machinery does the rest. But production done well occurs with trust and encouragement!” I would add that “factory farming” mentality is ALSO destroying our hearts.

Kate Carter of Life Chronicles (, writes, “We at LifeChronicles love that we use technology for compassionate service to humanity-our student volunteers love that we call them Compassionate Technologists.” The robotic and the numeric MUST be “overgrown” now with flesh and filled with blood. We are human and we MUST use technologies for human ends.

Is the end goal really about numbers then? Let’s go into that mansion built by the one’s focused only on numbers and see how happy its inhabitants truly are. Now, let’s make a similar journey to the farm built by those who were focused on the heart. My hunch is that life on that farm, in spite of all the human issues, is a happier and more abundant place. And that’s the place our World needs now. A circle of Love and Trust. Not a Hierarchy of Numeric achievement.


2012: The year the CCO (Chief Customer Officer – replaced the CMO, the CCO (Chief Collaboration Officer – replaced the COO and the CSO (Chief Social Officer) replaced the CEO. We need a C-Suite that gloats over hearts won and worlds bettered vs. dollars banked and pockets lined. Once again, If you want to build a community, try starting with Relational KPIs. It is NOT about automation. It’s about humanization. The most perennial of brands, the ones we all love, found connection via relationship.

Webcast: Social Intelligence and Foresight by Recorded Future and The Socializers

Recorded Future ( was joined by Nathaniel Hansen, CEO of The Socializers, to discuss how temporal analytic technology supports in-depth social web research. We discussed how identifying key web sources and potentially catalytic future events supports social intelligence research.

The presentation includes an introduction to Recorded Future’s technology from CEO Dr. Christopher Ahlberg, a brief a live demo of our analytic tools, and discussion of how the Socializers map and measure the most influential online figures.