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Glossary
Social media monitoring
Subject areaData and infrastructure
Social media monitoring is the systematic collection of the mentions of a brand, a product or a topic in online conversations: social platforms, forums, blogs, news sites.
Monitoring counts how often the name appears, where, when and with what sentiment (the positive, negative or neutral tone of the message), and flags the peaks that need a response.
Monitoring is the first level of listening. Social listening starts from the same data and looks for their meaning: why people talk this way, which needs emerge, what follows for the product. It follows that monitoring helps a company react fast, while listening helps it decide. The more advanced tools, called semantic, interpret the sense of sentences beyond keywords, and so bring counting closer to analysis.
An example
An industrial paint manufacturer sets up monitoring on its product names and every morning receives the count of the previous day's mentions. When the number jumps suddenly, the communications manager opens the messages and finds a defect reported by a customer in a professional group.
Related entries
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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