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A Review of Tools for Overcoming the Challenge of Monitoring of Social Media
Abstract
Until recently, a company's communications with the public were unidirectional and mostly limited to advertisements in mass media. This gave companies almost complete control over their brand and image. Nowadays, a new set of media, in which the public has similar capabilities for creating content as companies has emerged: social media. The growth of this medium has been exponential, endowing it with a reach that can dwarf traditional mass media. Having or not having a presence in such media is not just a choice of the company. The company's customers and the general public can generate content related to a company without the company's consent. There is no way for the company to avoid it. All they can do is listen to the conversations, engage in them, and try to dampen negative feelings while steering the overall conversation in positive directions. Given the size of social networks and the large number of conversations that they support on a daily basis, manual monitoring is impossible. In this chapter, the authors review and evaluate various tools to support the tasks of monitoring and managing the content of social media that is relevant for a company, a brand, or a product.
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