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www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at
An approach for evaluation of social media
monitor...
www.sti-innsbruck.at 2
www.sti-innsbruck.at
Why use social media marketing
3
www.sti-innsbruck.at
Focus
• provide an overview of the presented monitoring tools and platforms’
• offer insights on the ...
www.sti-innsbruck.at
Application fields
• reputation-management;
• event detection, issue- and crisis-management;
• compet...
www.sti-innsbruck.at
Free tools
6
Addict-o-matic www.addictomatic.com
Boardreader www.boardreader.com
Google Alerts www.go...
www.sti-innsbruck.at
Free tools - Minuses
• Free tools are also free of service.
• There is no contact person answering qu...
www.sti-innsbruck.at
Evaluation framework
Concepts
Technology
User
Interface
8
www.sti-innsbruck.at
Concepts
• Analysis
• Engagement
• Workflow management
• Influence
9
www.sti-innsbruck.at
Technology
• Listening grid adjustment
• Near real-time processing
• Integration with 3rd party appli...
www.sti-innsbruck.at
User Interface
• Dashboard
• Export results
11
www.sti-innsbruck.at
Tools
12
www.sti-innsbruck.at
Discussion
13
www.sti-innsbruck.at
Conclusion
• Social media offers new opportunities for enterprises
– Monitoring conversations
– Activ...
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Social media monitoring

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Social media monitoring

  1. 1. www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at An approach for evaluation of social media monitoring tools Ioannis Stavrakantonakis et. al. CVM 2012
  2. 2. www.sti-innsbruck.at 2
  3. 3. www.sti-innsbruck.at Why use social media marketing 3
  4. 4. www.sti-innsbruck.at 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. 4
  5. 5. www.sti-innsbruck.at 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. 5
  6. 6. www.sti-innsbruck.at Free tools 6 Addict-o-matic www.addictomatic.com Boardreader www.boardreader.com Google Alerts www.google.com/alerts HyperAlerts www.hyperalters.no Klout www.klout.com/home Netvibes www.netvibes.com Twazzup www.twazzup.com WhosTalkin www.whostalkin.com Yahoo Pipes pipes.yahoo.com
  7. 7. www.sti-innsbruck.at 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. 7
  8. 8. www.sti-innsbruck.at Evaluation framework Concepts Technology User Interface 8
  9. 9. www.sti-innsbruck.at Concepts • Analysis • Engagement • Workflow management • Influence 9
  10. 10. www.sti-innsbruck.at Technology • Listening grid adjustment • Near real-time processing • Integration with 3rd party applications (API) • Sentiment analysis • Historical data 10
  11. 11. www.sti-innsbruck.at User Interface • Dashboard • Export results 11
  12. 12. www.sti-innsbruck.at Tools 12
  13. 13. www.sti-innsbruck.at Discussion 13
  14. 14. www.sti-innsbruck.at 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 marketing 14

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