The Internet is bustling with consumer conversations about new products, brand experiences, and unmet needs. Not surprisingly, marketers are eager to tap into this treasure trove of consumer insights and are turning to social listening as their go-to tool. While social listening can “hear” online conversations, its focus is on information gathering. Social intelligence goes beyond listening to include qualitative measurement, interpretation and strategy. We will present a case study on how social intelligence was used to evaluate a brand in crisis, enabling us to gain insights into the impact of the crisis on the brand’s image and positioning in the market.