Social media intelligence

from Wikipedia, the free encyclopedia

Under social media intelligence (abbreviated as SOCMINT ) refers to the collection, analysis and display of user-generated content on social media platforms . The aim is to collect and bundle information in order to derive management decisions with regard to the overall corporate strategy. Social media intelligence does not refer to a single technology, but rather comprises the entire process from the provision of the data to the application of the findings. In addition to the economic aspect of social media intelligence, SOCMINT or SMI is also used by the secret services to gain intelligence .

The English expression “intelligence” (from Latin intellegere “understand” from Latin inter “between” and casual “read, choose”) describes the knowledge gained from collecting and processing acquired information.

term

Origin of the term social media intelligence.

To define the generic term social media intelligence, the terms social media , business intelligence and web tracking can not be clearly distinguished from one another. Nevertheless, some areas form an intersection that can be understood as social media intelligence . Social media can either be used freely and in an uncontrolled manner, but on the other hand it can also be analyzed and evaluated to contribute to decision-making. Web tracking combines the evaluation of web data from the homepage and the data supplied by social media channels. In the area of ​​business intelligence, not only movement data from daily business can be analyzed, but also web activities such as B. on Facebook or Twitter. This creates a common denominator that unites the areas of web tracking, social media and business intelligence.

Tools

In addition to paid programs such as B.

  • Attensity Analyze: Patented and award-winning text analysis and business intelligence solution for social media and internal data
  • bc.lab monitor: Social media monitoring, crisis and reputation monitoring in over 42 languages ​​with sentiment analysis and categorization of hits as well as individual reporting
  • BIG SCREEN: Monitoring of topics, brands and product and company names; Analysis of the tonality, presentation of trends on dashboards and in reports
  • Brandwatch: Monitoring of brands and products and interaction with customers; Creation of reports via an interactive dashboard
  • complexium: social media monitoring, market and competition analyzes (competitive intelligence), tonality and range analysis, qualitative reports by analysts
  • Digimind Social: Social media monitoring, analysis, engagement and reporting software
  • IBM COBRA: Reputation analysis, market and competition analysis, product and service analysis, incident analysis
  • Meltwater Buzz: reputation management, trend analysis, sentiment analysis
  • Radian6: Tracking of all posts, tweets and contributions related to the mention, assessment and evaluation of your own products
  • SDL Social / SDL SM2 (formerly Alterian SM2): Social media monitoring, overview of the data in a "Customer Commitment Dashboard" with direct comparison to industry benchmarks and competitors, prediction of purchase probabilities and analysis of the customer experience
  • Talkwalker: Social media monitoring and analysis with a comprehensive search index of more than 150 million sources in 187 languages ​​and 247 countries
  • uberMetrics DELTA: Social media monitoring of communication from over 300 million online sources, 1080 print media and the 100 most relevant TV & radio stations using methods from text mining and natural language processing.
  • Visible Intelligence: Monitoring the worldwide social media channels; Authors can be observed in different ways
  • Web Analyzer: Observation and analysis of companies, people, events or other analysis terms in the source types Facebook, Twitter, forums, blogs and news sites with a focus on the German language
  • Webbosaurus: Analysis of posts in the social web, customer insights, online tool & analyzes, specializing in the DACH region

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

  • Bitly : Online service used to shorten URLs. Provides click statistics of the link (e.g. on Twitter) in real time
  • Facebook Insights: provides statistics and key figures from your own Facebook profiles about profile visitors
  • Open Facebook Search: Tool for searching public content on Facebook
  • Twazzup: searches the microblogging service Twitter for certain keywords and displays top influencers
  • Twittanalyzer: creates profiles of individual twitterers
  • Veooz.com: Reputation management, trend analysis, sentiment analysis, tracking of all posts, tweets and contributions related to mention, assessment and evaluation.

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

Areas of application

Social media can be used in many areas of the company. In addition, the area of ​​application of social media intelligence is equally broad. The social media intelligence tools available on the market cover the following fields of application, for example:

One field of research that is closely linked to the discipline of social media intelligence is social CRM .

Key figures and scorecard

Four main business areas of a company can be derived from the application areas, to which key figures can be assigned for evaluation. These indicators can be divided into quantitative and qualitative indicators. A quantitative key figure says something about a quantity or number of objects or the frequency of processes. In contrast to a quantitative one, a qualitative key figure is more difficult to capture. These are primarily sentiment analyzes or interpretations of quantitative key figures in relation to the company's situation. The four business areas that are divided into are:

  • Marketing and communication
  • distribution
  • Support and innovation
  • Human Resources

literature

  • H.-G. Kemper, W. Mehanna, C. Unger: Business Intelligence: Basics and practical applications. 4th, revised. Edition. Springer, Wiesbaden 2019, ISBN 978-3-8348-1958-1 .
  • Andreas M. Kaplan, M. Haenlein: Users of the world, unite! The challenges and opportunities of social media. In: Business Horizons. Volume 53, No. 1, Jan.-Feb. 2010, pp. 59-68.
  • M. Hassler: Web Analytics: Evaluate metrics, understand visitor behavior, optimize website. 4th edition. mitp, 2017, ISBN 978-3-95845-359-3 .
  • P. Bernskötter, H. Stoffels: The Goliath trap - The new rules of the game of crisis communication in the social web. SpringerGabler Verlag, 2012, ISBN 978-3-8349-3473-4 .

Web links

Individual evidence

  1. ^ Richard Norton-Taylor: Former spy chief calls for laws on online snooping . In: The Guardian , April 24, 2012. Retrieved February 22, 2013.