Listening Platforms
So-called listening platforms are used by companies to monitor social networks . Using these platforms, companies try to evaluate and improve their success in social marketing . These platforms are usually provided by an external service provider and integrated into the company's marketing departments. Mostly these are dashboards that are offered as software as a service .
The goals in social marketing are recorded in so-called KPIs and checked with listening platforms. An example of this is the KPI Share of Voice , which is shown here by evaluating the mention of one's own brand and the competing brands in social networks, articles, blog entries , tweets or videos.
Listening platforms are still a relatively young field and very few companies have been using them for a long time. The market leaders in the third quarter of 2010 were Converseon, Nielsen and Radian6. However, the market is subject to fluctuations and there are more than 30 different providers with different specializations. For example, Radian6 was still classified as a “challenger” in the first quarter of 2009.
swell
- ↑ Altimeter Report: Social Marketing Analytics ( Memento of the original from October 24, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ^ Forrester Wave: Listening Platforms, Q3 2010
- ^ Forrester Wave: Listening Platforms, Q1 2009
