PRSA Director at Large Mark W. McClennan, APR
recently commented on the use of social media monitoring tools and explains the value this presents for big brands in a May 27, 2013 Newsday New York article
Companies like MasterCard are using social media software to track the conversation happening online. Each and every single mention is scooped up by a social media vacuum displayed on 40-foot LED screen inside MasterCard’s Purchase headquarters.
McClennan explains that “companies invest in social media monitoring software for a variety of reasons: keeping an eye on the brand; gathering business intelligence; learning of trends; engaging influencers; serving customers, and responding to crises.”
Most executives tracking these mentions are looking to pick up on statements that could potentially impact the brand’s image in a big way, positively or negatively.
Read more from Newsday
on the uses of social media software and how brands are capitalizing on this level of monitoring.