Social Mention allows users to analyze content and sentiment on social media through keyword searches. For IMCSLC, content had a neutral to slightly positive sentiment, and top keywords included imcslc, greg, awards, and video. Social Mention also showed IMCSLC has low strength and moderate passion discussed on social media. Social Seek focuses on influencer and volume analysis by displaying recent posts about keywords. For IMCSLC, it showed top Twitter influencers and bloggers. Sprout Social helps schedule and analyze social media posts. For IMCSLC, it could discover new influencers and benchmark against competitors like Durham College through keyword searches.