Why Social Media Monitoring Tools Are About to Get Smarter

Posted by: Carlee Vellinga

Social media marketers are continually improving the systems they use to monitor searches online. While these tools are becoming more complex and intelligent, they still need further development. This article by Jim Tobin at shows why analytics are the key to improving these tools.

Why Social Media Monitoring Tools Are About to Get Smarter

Jim Tobin is president of Ignite Social Media, where he works work with clients including Microsoft, Intel, Nature Made, The Body Shop, Disney and more implementing social media marketing strategies. He is also author of the book Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing.

Over the last three years, social media marketers have gotten a lot more sophisticated about the programs they deploy and how they’re measured. Platforms like Sysomos and Radian6 have become vital tools in understanding not only the social universe in which you operate, but how that universe responds to your brand.

But for all of our success, we’re still largely entering strings of Boolean variables into a tool and waiting for matching results to roll in. Most tools have added sentiment processing, but that clearly has a long way to go. Beyond sentiment, however, how are these tools going to evolve to provide more insights? The answer is with math.

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