Media Monitoring
Monitoring the social media world requires the continuous observation of large volumes of digital conversation. Monitoring involves not just the observation and direct understanding of the conversation but also the potential to act upon the insights gained. Direct posts, indirect posts, and even tone are on the observing radar because virtual conversations can easily produce a ripple effect in the right circumstances.
Types of virtual conversations that need to be directly understood when the conversation is happening (real-time monitoring) or with the use of tools in a retrospective manner:
1.
2. Indirect conversation: a post, comment, or mention of a brand in a person's social media stream that is somewhat directed but not to the brand (e.g., 'Has anyone used [widget]?' when the widget is a product with no current substitute)
3. Tone: understanding the general mood or emotion being expressed in the conversation, either by an individual or a group
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