Social Intelligence Architect

Social Intelligence Architect is a professional field of expertise that CREATES a synthesis from the social intelligence of a given market, segment or demographic thesis and from a company’s product or service antithesis. In fact, in the advertising agencies of yesteryear, psychoanalysts and psychiatrists of various specialties were often employed to help decipher the “wants” of the consumer market.

With respect to the fields of marketing, advertising and public relations, Social Intelligence can be defined as the study of how people process social information in order to understand and/or manage one's own and/or others' feelings and emotions and the ability to use this intelligence to guide one's own and/or others' thinking, feeling and actions in human relations and social situations.

The Future of Marketing

This combined definition actually gives us a peek into the future of marketing and advertising because, from this description, we gain a new perspective on how important this aspect of social awareness is to the integrated success of businesses and society as a whole. This new definition also serves as a description of what could be seen as an eminently important role within society, as it relates to facilitating acceptance and awareness of ideas, products and services within the marketplace.

Especially in today’s marketplace, where there are more ways than ever to disseminate messages – and it’s more difficult than at previous times to “get the message through” – it takes a broad knowledge of strategies and fair understanding of tactics to devise, plan and implement a successful messaging campaign.

While the basic tenets of reaching consumers hearts and minds has largely remained the same, the multitude of channels by which to reach them has mushroomed this last decade: where we now have print, radio, web, hand-held devices, video games and a myriad of other platforms by which to reach consumers of every imaginable demographic. With the explosion in media platforms and advertising/marketing channels comes the related growth in people who provide messaging in these fields. With such rapid growth, the barrier to entry to these avenues of messaging drops and a sort of “reverse-gentrification” occurs within the industry. The result is the prolific and duplicitous messaging seen now in the marketplace. Obviously, this is of little practical business value and even serves to build more consumer resistance and less confidence, thus increasing the length of any messaging campaign overall.

As we stand at the dawn of a new era in economics, social awareness and environmentalism, we must recognize the shifts within the hearts and minds of the public – and how the dynamics of the marketplace will change the face of the consumer from "I" to "We."

A Linear Messaging Pathway

This shift from "I" to "We" is an important change for our society: It redefines the opinions, beliefs and actions of consumers. With evolutionary change like this, new, improved and/or different methods of messaging and communicating with the marketplace – with consumers – are born of necessity. This is why Social Intelligence Messaging is critical to the success of today’s marketing and advertising efforts.

According to ASTRALCOM, a proper linear pathway must exist when developing a strategy for selling a product or service today. A syntax of thesis, antithesis and synthesis (the juxtaposition of contrasting ideas in a balanced way) that ensures the efficacy of the creation and delivery of marketing, advertising and other communications services within the business and consumer marketplace.

This linear messaging pathway consists of 5 essential elements: Social Intelligence - Marketing - Advertising - Press - People/Consumers

This pathway instructs that a strategy begins with Social Intelligence and works its way toward the people. In starting the strategy here, a complete understanding at this level of public opinion/awareness and rooted desires is developed to facilitate a more precise understanding and subsequent packaging of “critical” elements to be used in the tactical dissemination of information down-the-line, so to speak. This tactical dissemination is subsequently achieved through various techniques subordinate to each of the marketing, advertising and press specialties.

See also

• Marketing intelligence
• Social intelligence
• Social marketing intelligence
• Social media
• Viral marketing