JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD MCA 2019 SOCIAL MEDIA INTELLIGENCE Previous Question Paper (April/May - 2019 - R15)

Social media monitoring is the systematic process of tracking, gathering, and analyzing online conversations, mentions, and interactions across social media platforms. It involves using specialized tools to listen to what is being said about a brand, product, industry, or specific topic in real-time. The primary goal is to gain actionable insights into audience sentiment, identify emerging trends, manage brand reputation, and provide responsive customer support. By monitoring keywords, hashtags, and mentions, organizations can effectively engage with their community and mitigate potential PR crises before they escalate.

In online communities, users are typically categorized based on their level of participation:

• Posters: These are active contributors who create content, initiate discussions, share links, and provide feedback. They drive community engagement and are essential for maintaining the vitality and growth of a platform.
• Lurkers: These are passive members who consume content without actively participating or contributing. While they do not post, comment, or like, they often constitute the vast majority of a community's audience. Their presence is significant for reach, even if they remain invisible to the active posters.