Social Media Monitoring (SMM) gives everyone the possibility to identify, observe, analyse and interpret what happens in the Social Media world1). The targets to do this can be different, also the used tools. Also it could be engaged a firm, who does this work to you. It helps, to get a fast overview and insight in the opinions oft he people, to get information about the thems that humans interested are and to know what they want to know. It can be collected how the athmosphere to special themes is.
<note tip>Basic information is to know, what is „Social Media“ (SM). Fore example facebook or xing is are possibilities, but also pages wher you can post some photos or write some comments about a special theme belongs to that field. SM is everything in the digital and technological world, that gives users the possibility to part their opinion and knolegement. Also a sign for SM is the possibility to share medial items separate or in groups. This media changes the position of the user form a consumer to a producer. So the medial monolog becomes still more a social-medial dialog.</note>
While it were 1997 less than 7% of Germanys inhabitants who used the internet, so were it 2011 already 73,3%. Almost all of these people used the SM. This shows, it is more than important to use the tools of SMM. Still more customers post their opinion about firms, products or whatever, official in the internet. That is a reason, why this media way becomes still more interesting to firms and why it becomes more and more a „must“ to use it and to analyze it2). It is important to separate SMM from Web-Monitoring and Social Media Clipping that is a mix form of SMM and Web-Monitoring. SMM uses only the so called User Generated Contend (UGC). This is the content from users, within an external offered weboffer like blogs, community or forums. So, all the UGC should not be listed only, but also be analyzed and interpreted3). In SM are so many information, that it is really important to collect the information following special targets. Professional SMM tries to collect only the company relevant information with a minimum of effort. So the important data are collected about:
The haviest part is to analyze these data and to investigate the targets and give answers to important questions they are interesting to the firm.
Companies must understand that they are not able to control the SM. It is more important, to use the information about what people think about the firms. So they can change this information in new strategies and they know where they have to start working. SM makes the world to a big group of regulars and the tools give the possibility to analyze it and to react5).
A big part of Social Media Monitoring is collecting private data. So it is a movement around unclear areas. And in different countries is different law also6). On one side not all the things are clearly regulated of the law, on the other side data becomes collected. So it falls in to the Privacy Act or in the occupational safety law7). Additional it is heavy to use the tools the right way8).
It is possible to use some free, but mostly this are more time-consuming tools or you can buy some or hire some experts to do the analysis to you. There are different ways to use SMM-Tools.
There are lots of tools they are specialized to special SM pages. Here are a few common examples of tools.
SMM is a good an those days a very important instrument to get important information and to react appropriate to the won data. But it is also a big danger, because lots of things are lawful not good and clear sattled. Also it is heavy to use the right tools in the right way and over all, to interpret the analysis the right way. However, in this times it is indispensable to miss SMM, because more and more conversation runs about the internet and social media.
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