Does your company use Social Media Sample Clauses

Does your company use Social Media. Monitoring (SMM)? If yes, in what way? Quality of the data? If not, why not? First of all, participants were familiar with the term “social media monitoring”. For many of the respondents working in communication agencies, the monitoring is part of the portfolio of the company. Most of the respondents said that a good technical data analysis is important; the core service, however, is the strategic analysis and the conclusions that can never be fully automated. For analysis, professional monitoring tools like Radian6, Sysomos and Vico are used. The quality of such tools is often questioned, particularly the reliability of many functions, such as sentiment analysis which is often seen as inadequate. A representative comment was: “We are investing in Social Media Monitoring, but not in a way that it is beneficial for my department” (Participant, Industry – Brand Communication). Participants that are neither offering SMM as a service nor making regular use of SMM in their company, use self-made solutions and individual approaches. For this, they use freely available tools, which cover only a part of the spectrum of possibilities, but are mostly sufficient for simple tasks. The willingness to pay for professional monitoring tools is rather low. Others complained that their companies have invested in SMM but it is used for different purposes.