Learning as much as possible about brand’s social media audience gives a competitive edge in identifying consumer behavior and hence improving both product development and target marketing. The larger the company, the more systematic the monitoring needs to be in order to gather all relevant data into “actionable intelligence” . Software tools provide help in monitoring and analyzing social media audience and trending topics and opinions. One of the most advanced software tools available is Crimson Hexagon’s Harvard developed data mining “listening” software algorithms. More accessible social media monitoring tools, also recommended for a small and mid-size business use, are currently provided by Google, Hootsuite, TrackUr, Klout and Facebook Insights.
© 2011. Meri Kuusi-Shields / Social Media River Blog by Interaria.