Business Intelligence Blog from arcplan

Social Media Monitoring as Part of Your Business Intelligence


A growing number of enterprises realize that Web 2.0 means communication and customer interaction, which are essential for businesses to survive in this day and age. We're all participating in the social Web and trying to figure out if it's worth the effort we're putting into it. Social media monitoring is essential so companies can learn about the public perception of their products and services,  monitor their competition, and more intelligently manage corporate communications. We need to know where, when, and how to respond to our constituents.

However, social media monitoring is not necessarily an option for all organizations. But the bigger a company is, the more important it becomes to develop a strategic approach for social media efforts and to devise performance targets. Many enterprises with a large customer base (like car manufacturers and banks) have been engaged in blogs and social networks such as Facebook, LinkedIn, Twitter, and Xing for years. They know that their activities and those of their stakeholders have an impact on their business, but so many companies are still struggling to know exactly what kind of impact social media efforts are having and how to continuously monitor and measure these actions.

With over 100 million active blogs, more than 65 million tweets per day,* and countless Facebook status updates, keeping track of your organization's online reputation and customer sentiment can be a real challenge. How can you derive relevant information from all these sources? Which sources are most important for your organization? Which are essentially irrelevant? How can you process all the unstructured information about your company on the Web?

There are a number of free or self-administered tools out there for you to use. Here are 12 social media monitoring tools reviewed and listed for you. But most of these require manual work and constant searches, so how can you keep on top of your online buzz?

Social media monitoring providers (like arcplan partner infospeed) support organizations in identifying and monitoring your most relevant data as well as in developing the right Key Performance Indicators for consumer feedback, conversation reach, brand and price monitoring, competitor watch, and trend scouting. They enable you to interpret unstructured information and take action on it.

Social media monitoring providers have different approaches for handling the information they generate. Usually it is necessary to not only collect information but to constantly revise the outputs because a completely automated process will never consider human aspects such as irony or tone without a high failure rate. This is a demanding aspect of social media monitoring, but there are vendors who make use of specific sentiment analysis that takes cultural factors, linguistic nuances and differing contexts into account.

It's an automated process that generates a scorecard or dashboard which allows you to strategically and proactively monitor and manage your social media activities. We have customers doing this successfully who say that this insight is invaluable, saving them time, resources, and money they otherwise might waste on irrelevant social media activities.

Is social media monitoring part of your company's business intelligence effort?

* Stats from and

Tiemo Winterkamp

About Tiemo Winterkamp

I'm the Senior VP of Global Marketing at arcplan and work out of our Langenfeld, Germany office. I've worked in Business Intelligence and data warehousing since 1994. You can connect with me on LinkedIn.
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  1. As we all know very well that today’s generation uses more these social media sites. So according to my opinion, to gain more traffic on your business take the use of social media for the organization. The most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement.

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