Social media monitoring platforms provide tools that aggregate consumer-generated content across the social media landscape, technology that identifies relevant posts, algorithms that classify comments by positive and/or negative sentiment, and even text mining applications that identify specific topics of conversation. Dashboards chart trends in volume, tone and topics, and many also have sophisticated categorization capabilities that allow users to drill down to read posts with specific characteristics. Some social media monitoring solutions are designed to serve the needs of a specific department. Others are cross-functional in nature. Some solutions rely on natural text processing. Others place emphasis on human analysis. Some solutions are oriented toward passive monitoring. Others allow users to jump right into the conversation. In all cases, the goal is to generate actionable insights from online consumer conversation.
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