Alberto Mariñas, partner at Estudio de Comunicación, wrote an article for Cinco Días – one of Spain’s better-known financial newspapers – on social media monitoring.
He explains that a social media monitoring strategy should be geared towards getting relevant information not only for a firm’s communications department, but for all, be them sales, R+D, customer service or any other. “First and foremost, it calls for a certain online and social media maturity from the company, as well as to how it pertains to big data. The company has to shift from monitoring to interacting and, finally, from interacting to converting the information reaped from the internet into business savoir-faire. Once we have reached that stage, online monitoring can be converted into a strategic agent.”