“Monitoring solutions rely on keywords – that means that you will find what you look for.”

This is something I’ve said before in one of my posts as well, the challenge with tools that only give you keyword results, is that it’s almost impossible to find insights, since you can’t search for unknown unknowns!

From all the data you get by searching for brand name, getting insights would require sitting down and scanning over 100s of posts manually. Which is the reason for using a tool in the first place.

People are also bad with coming up with patterns, two problems being prejudice and sample size. Too much of the time the “person” will cloud what are the actual trends, and other times all the manual work means only very small samples of data can be used.

Great post. I’m looking forward to more discussion on this!