Social Media Monitoring Tools: An In-Depth Look
Social Media Monitoring Tools: An In-Depth Look

Author(s): Anna Grizāne, Marija Isupova, Vanessa Vorteil
Subject(s): Media studies, Government/Political systems, Security and defense, Politics and communication, Social Informatics, ICT Information and Communications Technologies
Published by: NATO Strategic Communications Centre of Excellence
Keywords: Social media monitoring tools; AI assistence; Artificial Intelligence tools; Brandwatch; Mediatoolkit; Meltwater; BuzzSumo; Keyhole; Sprinklr;
Summary/Abstract: Information is power and, in this day and age, the Internet is increasingly becoming the primary source and vector for the transfer of information between people. Digital media is an essential source of information for people worldwide. Compared to traditional media, digital media consumption grows rapidly with each year. The COVID-19 pandemic contributed to this process, with most work, learning, entertainment and communication in technologically advanced countries transferring to the online environment. Social media plays a significant role in people’s lives. There are 4.2 billion social media users worldwide, more than 53% of the world’s population. Since 2021, the number of social media users has grown by 490 million, a 13% increase. This means that the number of new social media users grew by more than 900 users per minute. The amount of content generated on social media is tremendous—there are 474,000 Tweets, 69 000 Instagram posts, and 400 hours of new Youtube videos uploaded each minute. On Facebook alone, there are 510,000 comments, 293,000 status updates, and 136,000 photos uploaded per minute.

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