Social Media Monitoring Tools Trampled by Pinterest, Instragram, and Tumblr
Organizations find Social Media Monitoring methodology as a proven process at a global scale. The latter is very useful in handling the core activity of social media which is “listening.” Definite examples of these social media tools are Conversations Analysis tools, which urge users to set up keyword-based queries, choose categories, fine-tune their analysis, etc. But this approach may not work alone anymore.
With photos and videos becoming mainstream through social media, online photo-organizers such as Pinterest, Instagram, and Tumblr are also becoming popular among the cyber community. Most “real conversations” happen among these three sites, which prove to be useless to the methodology since users are not commonly concerned with using keywords in their photos and videos captions. And this makes the job of data analysts in the identification of rising trends a lot more difficult. Now, they have to obtain data from geolocation services like Foursquare, know which device was used to capture photos, learn some design knowledge, and work with qualified strategic planners to know more about new digital journeys.
But even those things that data analysts need to do to finish their jobs are full of complications, primarily on management. PR agencies sometimes don’t have connections with strong networks of planners. Another thing is that not all strategic planners are digitally-inclined, because their tasks with semiotics usually do not need pretesting with digital realities. Data analysts, on the other hand, sometimes do not have a global understanding of brand management; and they sometimes over-focus on digital purposes without matching them to a PR approach. Brands can also take part of these complications, since they were the ones who opted to entrust their reputation to third-part providers, that don’t go with global strategy.
Our digital culture is also a culprit in this blasting of social media monitoring methodology. The majority of users and bloggers in Tumblr choose to remain anonymous and unknown. And as digital experience becomes more integrated into our reality, we are shaping new walls through the social design of applications.