RMG 922 Chapter Notes - Chapter 10: Social Media Measurement, Media Consumption, Data Mining

• School: Ryerson University
• Department: Retail Management
• Course: RMG 922
• Professor: Donna Smith

Document Summary

Social monitoring is the process of tracking mentions of specific words or phrases on social media sites: monitoring enables companies to be notified when a social mention warrants a reaction; acts like a trigger (reactive) Social listening identifies and collects information shared on social media sites, but for listening applications, the data collected is analyzed for insights to inform strategic marketing decisions (proactive) Social customer care: brand mentions can be used to identify service satisfaction issues. Social media research can be useful for providing feedback on how a campaign or other brand communications was received by others. Social media listening: the research process: observational research involves recording behavior or the residual evidence of behavior. Social media listening tools can draw from anything that"s publicly available in the social media space: marketers can utilize content shared across all four zones of social media. An overview of social media listening and monitoring.