INTEL-16. Social Media for Competitive & Decision Intelligence

INTEL-16 | Social Media for Competitive & Decision Intelligence

2021 course dates will be added soon.

How is social media used in intelligence research, collection, and analysis? How does it fit in with Published and Human Intelligence?

What types of tools and techniques are used to conduct intelligence with social media?

What are the risks of social media for collection and how do I mitigate those risks?

In the traditional Intelligence Cycle, social media straddles published sources and human sources. As such, its function, value, and collection methods may be misunderstood, misapplied, or contain gaps. Its wide variety and ever-evolving sources and content also present constant challenges to even seasoned researchers. In this course, we will examine the role of social media in intelligence research and collection, when to apply social media in order to target our research, how to manage our time and resources with social media, tools that help us harness the content and power of social media, and how to manage risks in applying social media (including ethics and legal questions, disinformation, and biases and perceptual distortions) that can affect the quality of our intelligence. (Please note: While we will examine and discuss specific social media resources, this course focuses on the application of social media in intelligence practice. It is not dedicated to reviewing social media sites and platforms.)

Prerequisite: Courses can be taken in any order and no prerequisites are required. However, participants enrolled for the “Core” and Dual Competitive Intelligence Certificates are recommended to complete courses INTEL-03 or INTEL-04 and INTEL-05 prior to INTEL-16.

Course Learning Objectives

At the end of this course, participants will understand important issues presented by social media in intelligence practice, how social media complements published and human sources, and how to apply and manage social media effectively for competitive and decision intelligence.

Specifically, participants will be able to:


  1. Understand the role of social media in intelligence collection and generation.
  2. Identify and target types of social media content, including consumer and market sentiment and activities, public sentiment, and company or organizational activities.
  3. Assess and apply key and appropriate social media platforms and sources for specific competitive and decision intelligence purposes.
  4. Apply tools and techniques that facilitate and manage social media research.
  5. Address issues and challenges presented by social media, including disinformation, ethics in social media research and collection, managing biases and perceptual distortions, and validating social media intelligence.

Participants will develop skills and abilities according to professional competencies outlined by Knowledge inForm. Course assessment, exercises, and discussions will measure and evaluate the degree of understanding that participants achieve over the learning process.

About the Instructor

Cynthia Cheng Correia helps professionals and organizations enhance what they do. For over two decades, she has helped managers and companies develop their competitive intelligence (CI), critical foresight, and strategic capabilities through advising, training, improving processes and practices, & applying effective tools. Click here to learn more. 

Course Schedule

Lectures for the Competitive and Decision Intelligence Certificates Program courses are now pre-recorded. This offers participants more flexibility and convenience to listen to recordings according to their schedules. There will be only two live meetings focused on group discussions and questions for the dates listed in the course schedule, below.

COURSE DATES: 2021 course dates will be added soon.

Member Price: $495

Non-Member Price: $715

SLA and the instructors reserve the right to cancel the course if a minimum registration count is not met.

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