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www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at
An approach for evaluation of social media
monitoring tools
Ioannis Stavrakantonakis et. al. CVM 2012
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Why use social media marketing
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Focus
• provide an overview of the presented monitoring tools and platforms’
• offer insights on the technology employed, on the basic features they
provide as well as their limitations;
• insight of the features provided by ten of the most important social
media monitoring tools available commercially
• provide a framework for future evaluations of such tools.
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Application fields
• reputation-management;
• event detection, issue- and crisis-management;
• competitor analysis;
• trend- and market-research plus campaign-monitoring;
• influencer detection and customer relationship management;
• product- and innovation-management.
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Free tools
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Addict-o-matic www.addictomatic.com
Boardreader www.boardreader.com
Google Alerts www.google.com/alerts
HyperAlerts www.hyperalters.no
Klout www.klout.com/home
Netvibes www.netvibes.com
Twazzup www.twazzup.com
WhosTalkin www.whostalkin.com
Yahoo Pipes pipes.yahoo.com
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Free tools - Minuses
• Free tools are also free of service.
• There is no contact person answering questions on functions or underlying
methodology.
• There is no guarantee concerning the availability of the service.
• Functions are often limited to quantitative/statistical reports.
• Complex analysis (e.g. automated sentiment detection) may not be available for
languages other than English.
• Many are point solutions considering few or only one platform (e.g. Twitter).
• Services that claim searching the entire web do not reveal which sources are
• really included.
• To get a comprehensive overview several free services must be
• combined.
• Results of free tools have to be saved and archived in user-defined structures and
formats.
• Workflow-functionality is usually not available.
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Evaluation framework
Concepts
TechnologyUser
Interface
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Concepts
• Analysis
• Engagement
• Workflow management
• Influence
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Technology
• Listening grid adjustment
• Near real-time processing
• Integration with 3rd party applications (API)
• Sentiment analysis
• Historical data
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User Interface
• Dashboard
• Export results
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Tools
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Discussion
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Conclusion
• Social media offers new opportunities for enterprises
– Monitoring conversations
– Actively participating and providing content on social media platforms
– Engage in conversations with the customer
• Choosing the right tools is a key factor in social media marketing
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