Monitoring social media activity has become an increasingly important component of an integrated marketing communications program. Information gained through various monitoring efforts serves a variety of purposes.

Resources:

Discussion Questions:

  1. Watch the Social Media for the Enterprise video. What other uses for information gained for social media monitoring does the case study suggest?
  2. Explain the metrics that are generated by Networked Insights, as noted by the CEO in the video.
  3. Visit the sites suggested by the Top Social Media Monitoring Tools article. How are they same? How are they different?
  4. What hints are provided in the SSDM article. How would they apply to Networked Insights and the companies listed as top social media monitoring tool sites?
  5. Explain how to use social media monitoring for smaller sized companies and less-well-known brands.

About Dr. Donald Baack

Co-author of textbook.

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