Social Media Monitoring Questions

I was thinking about some questions I'd like to ask companies about their media monitoring of social media, here’s the list:

1. What tools do you use?

2. What do you monitor?

3. How do you use the information you gather?

4. Do you resolve customer support issues in social media?

5. How is your involvement in social media influenced by PR strategy?

Basically, I’d like to understand how companies are monitoring, to what purpose, and what benefits are they gaining from their efforts.