Internal conversations: number

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In the next part of the SMC analysis, we will look at the extent to which organizations have been discussed on social media. There are various possibilities to measure this. For example, there are free tools that can monitor Twitter in particular (for example Tweetdeck and Hootsuite). Paid versions such as Coosto or Radian6 offer more extensive possibilities and can be used for multiple channels.

Tweetsync can be used to bundle and visualize data . Tweetsync quickly and clearly visualizes connections between topics, organizations and people. In addition, Tweetsync visualizes social data in real-time animations and infographics.

The SMC model distinguishes between conversations by employees (internals) and conversations by externals. Distinguishing between these groups takes time, because the social media profiles of the conversations have to be analyzed. This distinction contributes significantly to the value of the analysis. It is possible to choose to merge the internal and external conversations.


When people think of online conversations, lithuania phone data they often think of webcare, complaint handling and conversations with consumers. However, employee conversations should not be forgotten. For example, they can make a company culture tangible and ensure a large reach. When employees talk about their own organization on social media, a broad target group gains insight into the more human aspects of your organization. That is why employee conversations are a serious part of social media marketing.

Within this section we look at how many messages are sent by internal staff, what the ratio is between the number of substantive conversations and the number of conversations about informal activities (on the work floor) and we analyse the content.

6. Internal conversations: sentiment
social media conversationsIn addition to the number of messages and the topics discussed by internals, it is interesting to analyze the sentiment of the messages. Here we look at whether the messages are mainly positive, negative or neutral. In this analysis, a distinction is made between different types of messages. For example, messages about (own) work, messages about facilitated content and messages about informal activities.