Social Media Monitoring Tools as Instruments of Strategic Issues Management

  • Johanna GrüblbauerEmail author
  • Peter Haric
Part of the Media Business and Innovation book series (MEDIA)


It is only rarely possible to keep track of the entirety of the field of Social Media: tools for monitoring this communicative territory have been developed only recently. Each of these tools has its own algorithm and particular features, i.e. they measure different things and present their findings in their own idiosyncratic way.

What, then, is the potential of these tools in research on media reception and media use? How can they be employed for sentiment analysis or opinion mining? What is their contribution to the identification of so-called ‘issues’, i.e. companies’ communication risks? How can consumer trends for innovation be identified?

The purpose of this chapter is to propose answers to these questions by proceeding in three steps. An evaluation of the major social media monitoring tools is followed by a systematic analysis of each tool’s range of applications in the explanatory context outlined above. Finally some potential or existing practical applications in corporate communication (use cases) are explored.


Social Medium Strategic Management Issue Management Sentiment Analysis Search Query 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.University of Applied SciencesSt. PöltenAustria
  2. 2.Leading Companies InstituteViennaAustria

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