I am struggling with this topic a bit because there are just so many tools and ways to gather insights in social media from their communities and external social media tools as well. I have a question for those of you who've figured it out...
1) How did you decide what insights were most important?
2) How did you decide which tools to use to gather the insights and which tools have proved most useful? (There are just so many out there! I started a matrix to compare apples to apples features of the tools)
3) Finally, what methods have you found to work the best to report the insights back to parties who can use the info. to take action?