Building holistic social media strategy refering to social intelligence and digital maturity

Social media data has become an important part of the digital ecosystem, especially for marketers who consider it as a precious and dangerous weapon companies should acquire to conquer the digital world. By every connection or navigation on networks and social media, internet users generate a huge amount of data: likes, tweets, shares ... etc. This data flow gives brands the opportunity to attract more people, improve customer service, increase sales, be closer to the customer and elaborate trusted and confident relationship with them through networks. This allows companies to get a competitive advantage if marketers succeed in converting this simple data flow into insights helping elaborating the board elaborating strategy and making the right decision. Beginning with the social media monitoring and listening, the enterprise should climb the steps to reach social media intelligence: turning data into priceless and helpful insights for the organization. To help companies to achieve this goal, we are discussing, in this paper, the social media maturity model approach as a way to draw a possible path to move from being an audience to what is happening in the web to leaders which influence, guide and steer customers.