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Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
Social media monitoring
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Social media monitoring

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  • 1. An approach for evaluation of social media monitoring tools Ioannis Stavrakantonakis et. al. CVM 2012©www.sti-innsbruck.at INNSBRUCK www.sti-innsbruck.at Copyright 2008 STI
  • 2. www.sti-innsbruck.at 2
  • 3. Why use social media marketingwww.sti-innsbruck.at 3
  • 4. Focus • provide an overview of the presented monitoring tools and platforms’ • offer insights on the technology employed, on the basic features they provide as well as their limitations; • insight of the features provided by ten of the most important social media monitoring tools available commercially • provide a framework for future evaluations of such tools.www.sti-innsbruck.at 4
  • 5. Application fields • reputation-management; • event detection, issue- and crisis-management; • competitor analysis; • trend- and market-research plus campaign-monitoring; • influencer detection and customer relationship management; • product- and innovation-management.www.sti-innsbruck.at 5
  • 6. Free tools Addict-o-matic www.addictomatic.com Boardreader www.boardreader.com Google Alerts www.google.com/alerts HyperAlerts www.hyperalters.no Klout www.klout.com/home Netvibes www.netvibes.com Twazzup www.twazzup.com WhosTalkin www.whostalkin.com Yahoo Pipes pipes.yahoo.com www.sti-innsbruck.at 6
  • 7. Free tools - Minuses • Free tools are also free of service. • There is no contact person answering questions on functions or underlying methodology. • There is no guarantee concerning the availability of the service. • Functions are often limited to quantitative/statistical reports. • Complex analysis (e.g. automated sentiment detection) may not be available for languages other than English. • Many are point solutions considering few or only one platform (e.g. Twitter). • Services that claim searching the entire web do not reveal which sources are • really included. • To get a comprehensive overview several free services must be • combined. • Results of free tools have to be saved and archived in user-defined structures and formats. • Workflow-functionality is usually not available. www.sti-innsbruck.at 7
  • 8. Evaluation framework Concepts User Technology Interfacewww.sti-innsbruck.at 8
  • 9. Concepts • Analysis • Engagement • Workflow management • Influencewww.sti-innsbruck.at 9
  • 10. Technology • Listening grid adjustment • Near real-time processing • Integration with 3rd party applications (API) • Sentiment analysis • Historical datawww.sti-innsbruck.at 10
  • 11. User Interface • Dashboard • Export resultswww.sti-innsbruck.at 11
  • 12. Toolswww.sti-innsbruck.at 12
  • 13. Discussionwww.sti-innsbruck.at 13
  • 14. Conclusion • Social media offers new opportunities for enterprises – Monitoring conversations – Actively participating and providing content on social media platforms – Engage in conversations with the customer • Choosing the right tools is a key factor in social media marketingwww.sti-innsbruck.at 14

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