Social Media Intelligence

Under Social Media Intelligence ( abbreviated as SOCMINT ) is defined as the collection, analysis and presentation of user - generated content on social media platforms. The aim is to collect bundled information, in which case the web tracking techniques are used to derive management decisions regarding the overall corporate strategy. Social Media Intelligence does not refers to a single technology, but rather covers the entire process from providing the data to the application of knowledge.

The English term " intelligence" (from Latin intel casual "understand" from the Latin inter " between " and casual read " select" ) refers to the acquired from the collecting and processing information findings.

Term

For the definition of the preamble Social Media Intelligence, the terms social media, business intelligence and web tracking can not be clearly distinguished from each other. Nevertheless, some areas form an intersection, which can be understood as a social media intelligence. Social media can be used either free and uncontrolled, but also analyzed and evaluated on the other hand contribute to decision-making. The web tracking combines the analysis of web data and the homepage of the data that provides social media channels. In the area of ​​Business Intelligence not only movement data of daily business can be analyzed, but also web activity, such as on Facebook or Twitter. Thus, a common denominator that unites the areas of web tracking, social media and business intelligence together forms.

Tools

In addition to fee-based programs, such as

  • Bc.lab monitor: social media monitoring, crisis and reputation monitoring in over 42 languages ​​with sentiment analysis and categorization of items as well as individual reports
  • BIG SCREEN: Monitoring of topics, brands and product and company names; Analysis of tonality, display of trend curves on dashboards and reports
  • Brand Watch: Monitoring of brands and products and customer interaction; Preparation of reports via an interactive dashboard
  • Complexium: Social media monitoring, market and competitive analysis ( Competitive Intelligence ), tonality and range analysis, qualitative reports by analysts
  • IBM COBRA: reputation analysis, market and competitive analysis, product and service analysis, Incident Analysis
  • Meltwater Buzz: reputation management, trend analysis, sentiment analysis
  • Radian6: Tracking of all posts, tweets and posts related to mention, assessment and evaluation of own products
  • Social SDL / SDL SM2 (formerly Alterian SM2): Social Media Monitoring, overview of the data in a "Customer Commitment Dashboard ", with direct comparisons to industry benchmarks and competitors, predict purchase probabilities and Analysis of Customer Experience
  • Talk Walker: Social Media Monitoring and Analysis with extensive search index of more than 150 million sources in 187 languages ​​and 247 countries
  • Visible Intelligence: Observation of global social media channels; Authors can be observed in different ways
  • Web Analyzer: observation and analysis of companies, people, events or other analysis in terms of the types of sources as Facebook, Twitter, forums, blogs and news sites with a focus on the German language
  • Webbosaurus: Analysis of contributions in the social web, Customer Insights, online tool & Analysis, specializing in DACH region

There are a number of non-commercial ( free ) solutions:

  • Bitly: online service, be shortened with the URL. Returns click statistics of the link ( for example, on Twitter ) in real time
  • Facebook Insights: provides statistics and indicators for each Facebook profiles on the profile
  • Open Facebook Search: Tool for searching public content on Facebook
  • Twazzup searches through the microblogging service Twitter, according to certain keywords and displays top influencer on
  • Twittanalyzer: create profiles of individual Twitterers
  • Veooz.com: reputation management, trend analysis, sentiment analysis, tracking of all posts, tweets and posts related to mention, assessment and evaluation.

These solutions are provided by the respective social media providers and can only evaluate its own platform.

Applications

Social media can be used in many areas of the company. In addition, the application of social media intelligence is also widely be recognized. That are present on social media market intelligence tools for example, cover the following fields of application from:

  • Competitive Intelligence
  • Trend and market analysis
  • Opinion leader identification
  • Customer Relationship Management ( CRM)
  • Product and Innovation Management

A research field which is strongly linked with the discipline Social Media Intelligence, is Social CRM.

Metrics and scorecard

From the application areas are four main divisions of a company can be derived, which can be assigned metrics for evaluation. These metrics can be divided into quantitative and qualitative indicators. A quantitative measure says something about a quantity or number of objects or the frequency of operations. A qualitative index shall be as opposed to a quantitative measure difficult capture. This is all about sentiment analysis, and interpretations of quantitative indicators, in relation to the company's situation. The four divisions into which is divided are:

  • Marketing and Communications
  • Distribution
  • Support and Innovation
  • Human Resources
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