What is Social Media Monitoring (SMM)?
posted by Anna Mar, December 23, 2011Social Media Monitoring tools (and services) extract data from social media websites and provide social analytics.
Functionality
Social Media Monitoring tools monitor social media conversations and relationships. They allow organizations to target social information about competitors, brands, products, customers, partners, employees, events, political topics, etc. Common functionality includes:ability to define target information (topic, language, location, demographics, etc.)
social media mining (data extraction)
data aggregation (combining social data from multiple sources with other information such as location and demographics)
ranking of data (what's a significant conversation and what's noise?)
sentiment analysis
identification of influencers
social metrics (key success indicators)
dashboards
social analytics
filters and queries
historical social data
integration with enterprise applications and services
alerts, escalations and workflows
Business Value
Organizations use Social Media Monitoring tools to drive business processes and decision support. Common applications include:brand management and marketing
competitive intelligence
product development
sales
customer relationship management
partner relationship management
reputational risk management
human resources (employee monitoring, recruiting, etc.)
security
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