Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
2 Important Roles of a Social Media Monitoring System
Posted on February 24th 2012
Recently, Mike Stelzner from Social Media Examiner interviewed one of my favorite bloggers and stats genius Tom Webster of Edison Research. When Tom speaks, I listen. If there was a list of experts in social media research and measurement, he would be at the top (with Olivier Blanchard and Katie D. Paine). The interview is packed, so get ready to take some notes when you watch.
One of the takeaways of the piece was the need for a social media monitoring system (SMMS). Webster recommended that a monitoring system should play two important roles. At CKSyme.org, we talk about the importance of SMMS in crisis as an "early warning system." Webster confirmed that is the role we most often envision when we think about SMMS: real-time data mining. But he cautioned that monitoring has an equally important role in other operations: watching slow data for trends.
We need to think of data in terms of what it brings to the big picture. Using data for what Webster termed a "long focus group" enables us to see trends, whether it's for product development, customer service, recruiting, fund raising, or any other part of operations. This piece of data mining requires some work and understanding, but it is a necessary part of any social media strategy.
Another interesting tidbit from the video: the majority of Americans (12+) are now using social media, and the 35-54 age group is the fastest growing.