Why use social media marketingwww.sti-innsbruck.at 3
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
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
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
Evaluation framework Concepts User Technology Interfacewww.sti-innsbruck.at 8
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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