Algorithms, Dashboards and Datafication: A Critical Evaluation of Social Media Monitoring
In this chapter, Furman provides an overview on social media monitoring technologies and their relevance to the wider discussions on datafication and informational capitalism. In the age of the informational capitalism, the capacity to leverage emotional commitment is crucial to the valuation of a brand and for attracting a much higher investor valuation on global markets. For this, marketing and public relations strategies have turned to the affordances offered by networked interactive technologies. This has created new opportunities as well as new risks. To control risks associated with using networked interactive technologies to generate engagement, organizations have begun to rely on social media monitoring services (SMM).
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