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At one point in her Social Media Week session on in-house social intelligence, GSK’s insights and analytics lead Tina Tonielli displayed a slide with the company’s most-famous household brands—Advil, Flonase, Benefiber, Centrum and Nicorette—and asked viewers to pinpoint the ones that had the most impact on their daily lives.
For a portfolio of brands that are clearly important, but rarely spoken about, you might think social intelligence efforts would be nearly impossible. But as Tonielli shared, spending time and energy to build in-house capacity in social intelligence has been essential to the success of these brands.
Start with ‘why’
In many ways, GSK’s “why” for having social intelligence information close to home is no surprise.
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