In response to a question regarding an employer cutting social media monitoring to save money, I found myself taking a look at two different types of social media data gathering methods, monitoring and listening, through a different lens. According to Freberg Ch. 6 Research in Social Media, Monitoring, Listening, and Analysis from Social Media for Strategic Communication, Second Edition. \u00a92022 SAGE Publishing, monitoring is an ongoing form of data gathering, while listening can be more focused and short term. This made me think of sonar. Based on books I’ve read (Yes, I read submarine books, some non-fiction and some fiction. Sign me up for a “Progressive can’t stop you from becoming your parent’s” commercial!) modern submarines have two types of sonar: passive and active. Passive sonar is basically like having a sensitive microphone in the water listening for sounds that might be an enemy contact. This makes me think of monitoring in social media terms. Active sonar generates a loud sound or “ping” that works like a dolphins echo-location. It provides real-time information on the distance and location of a contact. This reminds me of listening in social media terms. The sonar analogy might be an oversimplification, but it helps me keep things straight. Now, if you don’t mind, I’m going to go watch The Hunt for Red October (1990) or maybe Crimson Tide (1995)! Yeah, that’s a good one, too! <\/p>\n","protected":false},"excerpt":{"rendered":"
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