Social media monitoring has been around for over a decade - and the market has filled up with products allowing companies to mine data. But the approach to data varies greatly, with an emphasis on large volumes of data rather than taking a qualitative approach and looking into the context the data is found in. In this paper, Pulsar's VP Product & Research Francesco D’Orazio outlines the challenges facing the social media monitoring industry – and 10 ways to tackle them.
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