Archives for category: Basics

There are more than 400 social media monitoring tools, measuring and reporting different things. Due to technological progress their features and services change permanently. Still, managers in charge have to decide which tool to implement (and pay for).

It was high time to present an model, which allows to shortlist tools within short time and without the need of special technical know how. Therefore, the author developed the first evaluation framework for social media monitoring tools.

The evaluation framework allows …

  1. application by non-software-engineering experts
  2. quick assessing
  3. focussing on relevant requirements
  4. short-listing of tools
  5. evaluating one or comparing many tools
  6. carving out differences

The framework assesses the most relevant categories which are:

  1. Sources
  2. Content-Types
  3. History
  4. Freshness
  5. Buzz / Issue Monitoring
  6. Sentiment Detection
  7. Languages
  8. Influence Analysis
  9. Trend Analysis
  10. Data-Management
  11. Account
  12. Dashboard
  13. Alert
  14. Reports
  15. Data-Interfaces
  16. Price

For each category there are 5 grades defined, giving back minimum requirements and thinkable maximum for each category. If you are interested to apply the framework to a selection of tools or if you want us to do it, please contact


There are different metrics to measure social media – and there are metrics delivered by social media monitoring tools which is something different. This means social media activities are not measured by social media montoring (tools) alone. Monitoring tools deliver important insights and metrics alongside with well known disciplines like controlling or market reserach.

Unfortunately there are no standards to measure social media, yet. A good summary of the current stage of setting social media measurement standards is provided by “The measurement standard”:

If there are no standards and everybody is measuring what he wants, the only possible conclusion is: Changing the tool changes results.
And: Results of one company are not comparable to that of another unless it is measured with the same tool.
Is this a reason not to monitor social media: No! It is just an insight which has to be considered when talking about and comparing monitoring results.

When thinking about social media monitoring, it is not the problem to find a technical solution as there are hundreds out there – even software which is free to use. The problem is that there are loads of solutions for problems no one has – and only few tools that are really useful for managers. As Katie D. Paine, expert in online measurement puts it “In the world of social media there’s no shortage of tools. (…) The reality is that many of these tools are irrelevant at best and, at worst, a waste of time and money.”

Author tools Link
Bonthous 450+
Oneforty 277
Burbary 197
Salesrescueteam 195
Brown 77
Debruyn, Bensen 35
Aßmann, Rauch 28

What do Austrian companies do on the Social Web? The answer was presented during a PRVA-talk in September 2011. The Top 30 focus their activities on Facebook-profiles, Twitter-acccounts, Youtube-Channels and corporate blogs.

Concerning to the study, Red Bull, ÖBB, Raiffeisen, REWE Austria inkl. Billa/Bipa, A1 Telekom Austria and Swarovski register the highest traffic via Social Media.

see page 4:

Unfortuantely, the study leaves out the question, whether or not customers use the offered channels for interacting with the companies which would be the idea of activities.

Matias Roskos gathered 66 amazing social media infographis from different sources:

The Internet Advertising Bureau Austria (IAB-Austria) published 6 points companies should consider in their Social Media Guidelines for the staff:

  1. Define Social Media and goals for acitivities.
  2. Avoid public discussions about partners and clients.
  3. Dialogs should be authentic and honest.
  4. Who publishes is responsible.
  5. Give customers additional value.
  6. Social Media needs continuous engagement.