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Monitor communications

Food risk and benefit communication is all around us, but rarely evaluated and monitored.

Increasing numbers of people in the EU and worldwide are using social media to communicate and socialise. Over the past few years there has been significant growth in the popularity of social media channels such as microblogs (e.g Twitter), social networking sites (e.g. Facebook) and image/video sharing (e.g. YouTube). Furthermore, there has been significant growth in the amount of time people are spending on-line. As a result social media is playing an increasingly important role in shaping public debates, perceptions and behaviour. Therefore, a need has emerged to monitor and analyse ‘what is being said’ and ‘who is saying it’. Social media monitoring as a term has common grounds with practices known as social media analytics. The latter usually denotes techniques that are more sophisticated than the simple identification of online sources of interest.

 

Monitoring online conversations makes it possible to detect upcoming issues at an early stage and to learn more about networks of people involved in discussions and content creation.

Related Case Studies

FSA social media use during Olympics

How the Food Standards Agency used social media during the Olympic games of 2012 in London.