Social Media Monitoring

The term 'social media monitoring' refers to the process of tracking and observing conversations, mentions, and activities across social media platforms to understand the public's sentiment toward a given topic. Organizations monitor social media to gain insights about their brand, and their industry, and to inform strategic decision-making related to the organization's presence on and engagement with the public via social media. While most individuals and organizations do some form of monitoring even when not using designated tools, some businesses have taken this practice to an extreme, using it as a form of electronic surveillance.

Social media platforms like Twitter, Facebook, and Instagram have been getting pretty good at it too—at least from a detection and delivery perspective. Businesses can now monitor the public's public conversations in these places with a fair amount of ease and accuracy.