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SMRA Blog 

  • 12 Oct 2019 12:41 PM | Kathy Doering (Administrator)

    Girls and Social Media

    Are you the parent of teenagers or pre-teens? Then I’m sure you are aware of their social media habits and usage. Many parents of both boys and girls have noticed big differences in the way their kids use technology, with their sons gravitating to video games and their daughters spending more screen time scrolling through social media.

    And emerging research indicates that brain differences between males and females help account for the split. Larry Cahill, a professor of neurobiology and behavior at the University of California, Irvine, has spent two decades researching gender differences in the brain. He chronicled the aggression some boys exhibit when they have to shut off videogames and transition to other activities, as well as the problems some young men face when they go to college and have to juggle game time and school work without mom and dad’s help.

    So why don’t girls have the same problems? When it comes to videogames, most girls seem to have a better handle on when to stop. But social media’s impact is much more detrimental to girls than boys.

    Data from Pew Research Center shows that, in general, women use social platforms such as Facebook, Instagram and Pinterest more than men. Many girls and women are drawn to those photo-sharing sites because they like to form bonds and find similarities, says Rosanna Guadagno, a social psychologist at Stanford University. Experts and parents say they have found that girls appear to have a greater fear of missing out, which compels them to keep up with what their friends are posting. Some recent studies show that girls feel the ill effects of too much social media use, such as depression and anxiety, more than boys do.

    Liz Repking, a cyber safety expert and mother of three in suburban Chicago, has seen the differences in her own sons and daughter. Earlier this summer, her 15-year-old daughter said her phone was driving her crazy. She told her that she felt pressured to follow her friends’ Instagram stories and like and comment on their posts, and that it was eating up a lot of her time, Ms. Repking said.

    Her sons, 18 and 21, use social media—Snapchat, in particular—mostly to communicate with friends but don’t feel compelled to keep up with what people are posting. “There’s more peer pressure and validation I see with it for her than for the boys,” she said.

    Boys and girls also have differing perceptions of the amount of time they spend using various technologies. Girls are somewhat more likely than boys to say they spend too much time on social media (47% vs. 35%). By contrast, boys are roughly four times as likely to say they spend too much time playing video games (41% of boys and 11% of girls say this).

    Anxiety and Social Media

    Teens encounter a range of emotions when they do not have their cellphones, but anxiety tops the list. The survey asked about five different emotions teens might feel when they do not have their cellphones, and “anxious” (mentioned by 42% of teens) is the one cited by the largest share. Around ¼ say they feel lonely (25%) or upset (24%) in these instances. In total, 56% associate the absence of their cellphone with at least one of these negative emotions.

    And it probably won’t shock you to hear that another major study has found a strong link between heavy social media use and depression - this time, among 14-year-olds. Surprisingly, among the “heaviest users” group, girls outnumber boys two to one. The more a person of either gender used social media, the greater the likelihood of depression. But even when boys and girls spent exactly the same amount of time on social media, the depression risk for girls was significantly higher.

    Using data from over 10,000 14-year-olds who took part in the UK Millennium Cohort Study, researchers found 40% of girls admitted being on their social media accounts for more than three hours a day - compared to only 20% of boys. And across the board, more hours scrolling resulted in a greater risk of depression.

    Among teens who were on social media more than five hours a day, girls’ depression scores rose to 50% - while boys only increased to 35%. Why? Some experts suggest that girls make more comparisons between themselves and the images they view in a way that boys don’t. And that “Mirror, Mirror on the Wall” habit is notoriously bad for mental health.

    Other common factors for both boys and girls who are heavy social media users included lack of sleep and cyberbullying, with girls being more prone to the latter.

    If you notice changes in your teenagers, whether it be mood, isolation, or withdrawal from certain activities…check their social media usage. By getting ahead of any problems that are creeping to the surface, you can possibly save your child from the harmful effects of anxiety and depression.

  • 19 Sep 2019 10:27 AM | Kathy Doering (Administrator)

    This post shows the reality of fake news and stolen images online. It doesn't just happen in politics, it happens in day to day life of regular people. 

    From eChatter:

    Posted on September 19, 2019 by eChatter

    Fake News

    There should be a new reality TV show called, “People Post the Darndest Things.” I think most people would be shocked to see what Social Media Investigators see on a daily basis. It has helped thousands of fake workman’s comp cases because people will post things like jumping off a diving board after filing a claim for an injured back. Remember the guy who “faked” falling in the office cafeteria and it was caught on video?

    Images online are a Social Media Investigator’s best friend because once identified as the correct person of interest, it can lead you to much more information and data online. Recently, one such image was discovered by one of our OSINT specialists. While searching online, she discovered the following picture. Something about the image just didn’t look right. This was true given the fact that she had other photos to compare it with.

    Using one of our software platforms we were able to search the web for this exact image. We didn’t find one exactly like this, however we did find one that we realized was the original.

    Fake Image

    Photoshopped image using

    mirroring feature.

    Aubrey Plazza

    Actress Aubrey Plazza

    By conducting a reverse image search we found the original image online. This is the image of actress Aubrey Plaza.

    Many celebrities deal with this every day and it is a contributing factor in fake news online and in social media.

    In Digital Trends‘ article, “Can you spot a Photoshopped picture? Here are 9 ways to identify a fake photo“, Author Hillary K. Grigonis, shares how to become better at spotting a fake.

    Three Tips We Love:

    • Look for bad edges: Cropping around the edges of an object is tough to do. Zoom in on the photo in question and look at the edges of the objects. Overly sharp edges or jagged edges are a telltale sign that the object was simply pasted in over the original photo.
    • Be wary of poor quality: A low-resolution image file can help hide the signs of a faked photo. It’s difficult to see if the edges of the flag in that Seahawks photo blend because the entire image is pixelated, a good warning sign that something’s not quite right. With the widespread availability of high-speed internet today, it’s rare that an image would be uploaded at such a low resolution.
    • Look at the metadataDigital cameras embed “invisible” data inside the image file. While you can’t see the information in the image, accessing it is easy using a photo editor or even free online software.

    Are your photos safe online?

    For the most part, yes. However, there is a new undercurrent trend online that is growing with social media image sharing platforms like Instagram. Conducting a Google Reverse Image is one way to check to be sure photos are not being used without your approval.

  • 4 Sep 2019 11:32 AM | Kathy Doering (Administrator)

    This is an amazing infographic that shows companies that Facebook has acquired  over the years. Wow!

    Published By Social Media Today

     Sept. 4, 2019

    Facebook has made a heap of high profile acquisitions over time, including WhatsApp, Instagram - and almost Snapchat.

    But maybe more interesting than the major purchases are the smaller technology platforms which Facebook has acquired, and considering where they fit within the platform's broader roadmap. Zuck and Co. have always been aggressive on this front, buying up potential competitors and tools to give them the upper hand.

    Could Facebook's acquisitions point to significant shifts in its future direction?

    With this in mind, it's worth taking a look at this updated infographic from the team at Techwyse which outlines all the companies that Facebook has bought up over time. There are 72 purchases in total, and Facebook remains active on this front.

    Check out the full infographic below. 

    Listing of companies acquired by Facebook

  • 28 Aug 2019 5:20 PM | Kathy Doering (Administrator)

    There are over 3.5 billion daily users on social media, which means at some point your target audience is talking about their retail experiences and discussing their favorite products. Customer service issues can now be handled via social media as well as speaking directly with brands. Customers and businesses are even communicating one-on-one and using social media to do so.

    YouTube has now caught on and there has been a rise in video marketing to appeal to different audiences. The platform hosts more than 1.9 billion logged-in users each month and those numbers continue to rise along with its popularity.

    There is no doubt your business is sure to find its target market with all that YouTube has to offer. Here’s how to use YouTube’s products and services to best appeal to customers and their interests.

    1. YouTube Live

    Live stream has taken over social media…through Facebook, Instagram, and Snapchat. Facebook reported that people are three times more likely to watch a live stream on the platform than a regular video because events happening at the moment are more interesting than videos from the past. Customers agree it’s more captivating to see something happening in real-time.

    YouTube’s very own live streaming platform, YouTube Live, offers the same capability. Viewers engage with live video eight times longer compared to regular video, boosting your channel’s engagement rates and driving traffic to your channel. YouTube Live can be used to broadcast a Q&A session, showcase your products and services, introduce an influencer, and more.

    2. 360-degree videos

    Another fascinating trend is the 360-degree video. Viewers can use their mouse to click on a video and place the screen in the perspective they want it. The video continues to play even as you move the content around on the screen and interact with it.

    360-degree videos provide a virtual reality experience users can enjoy from their laptop or mobile phones. Brands can use this feature to show products and services in ways they previously haven’t. Users can now explore a brand’s content and choose to look from whatever perspective they prefer.

    3. How-to tutorials

    What do you prefer when trying to solve a problem or find a DIY solution? A video or step-by-step written instructions? Many users say they gravitate towards video tutorials that teach them how to do something or talk extensively about how to solve a problem.

    According to Google, 67% of millennials can find a YouTube video on anything they want to learn. Every minute, up to 400 hours of video are uploaded into its database, with how-to videos remaining a popular genre to consume. But, over the years, this method has made all the difference for businesses trying to elevate their brand and sell their products. With how-to videos, users get a first-hand look at how brands can get rid of their problems and simplify their lives.

    4. Celebrity endorsements

    Retail businesses clearly know the value of having a major celebrity endorse their brands and products. But now, celebrities are using video for their own gains.

    YouTube and other live streaming outlets are being used by celebrities to deepen their connection with fans, essentially becoming creators. Will Smith may not have released a single movie in 2018, but he still reigned supreme thanks to the videos he shared on YouTube, showing off his travels, performing the world’s greatest “In My Feelings Challenge,” and even bungee jumping from a helicopter into the Grand Canyon.

    How much more valuable is a celebrity endorsement when the star is not only connected to the product on TV ads and billboards, but when they’re also producing related videos for their fans? Rihanna’s tutorial Tuesday videos for her makeup brand Fenty are a great example of this in action.

    YouTube is a platform you definitely want to utilize if you plan on strategizing your business for higher conversions and engagement rates. Video, and more specifically live streaming, is a fan favorite and people aren’t giving it up any time soon. By adding it to your marketing strategy, you’re ensured a better chance of achieving your goals and reaching success.

  • 22 Aug 2019 12:04 PM | Kathy Doering (Administrator)

    Scams hurt consumers but they also can hurt your brand. Make sure you know what is out there and being said about your company.  Some scams are getting harder to identify. 

    Posted on August 13, 2019 by eChatter

    scams and the web

    It seems the internet will never be completely free of scams, fake ads, and outlandish claims by companies and the products they sell. And 2019 is proving to be no different. Here’s the latest on what to look out for when browsing the web, scrolling your Facebook news feed, and clicking on those enticing ads.

    1) Although Facebook has pledged to get tough on scammers, millions of users are still being targeted by fraudsters. Harry Rose, editor of Which? magazine, said: “Facebook has promised to tackle scams head-on so we’re disappointed that it took them a full 24 hours to remove our falsified ad, despite many comments flagging that it was fake.” Facebook and other tech companies urgently need to put systems in place to ensure their millions of users are protected from scams that could see them conned out of substantial sums.” A Facebook spokesman said: “We are taking action to stop fraud wherever it appears, and will continue to adapt to the increasingly sophisticated techniques fraudsters use to con people.

    Just remember the old adage, if it seems too good to be true it probably is. And follow these rules:

    • If an ad is endorsed by a celebrity, do not assume it is genuine.
    • Never use a financial service advertised on social media without checking their background.
    • Avoid filling out quizzes or surveys that ask you for personal details. They could be used to commit ID fraud, or target you with follow-up scams.
    • Do not click, like or share posts you are unsure of. Opening links or downloading attachments could risk installing a virus on your computer.
    • Be wary of unusual messages from friends if they contain links to “too good-to-be-true” offers or ask for money – even if the message has been sent via Facebook Messenger. A change in your friend’s style of writing is also a likely sign that it’s not them. Always contact your friend privately to check.
    • Check your privacy settings and limit what is publicly visible. Facebook sets your friends list to “public” by default. So if a scammer creates a convincing copy of your account, it’s easier for them to target people on your friends list. Use Facebook’s privacy settings to change it to private or “friends only” instead.
    • If you spot a suspicious post on Facebook, report it. Click on the three dots in the top right hand corner of the post and select “Give feedback”.

  • 16 Aug 2019 7:47 AM | Kathy Doering (Administrator)

    In this digital era, social media had made each and every person a storyteller, with the ability to share their lives with the push of a button. This poses the unique opportunity for brands to become a milestone in the life story of their audience.

    Brand storytelling on social media influences customers by increasing brand awareness, reach and attracting new followers. Your story is how your company will be remembered by customers. When you tell your brand narrative on social media in a way that resonates with the right customers – the customers who will actually use your product and services – the follows, clicks, tweets, or likes will come.

    Allow your customers to become part of your story

    It seems nowadays if you don’t post a picture or status update of an event or personal experience, it didn’t happen. “Who has gone to an experience so they could take a picture of it and post it on social media? Pics or it didn’t happen?” asks Maya Peterson, Director, Culture and Creative Insights at Viacom Velocity. She adds that “when you understand how much your audience experiences because of social media, you have an opportunity to connect with them more meaningfully.”

    A great example is Shinola, who creates connections to its community with user generated content. When a customer purchases a watch from Shinola, the brand invites the customer to share the watch on social media with #MyShinola. There have been 12,400 posts with #MyShinola on Instagram alone. Inviting your customers to be part of your brand is an excellent way to get them engaged on social media. Intrepid Travel focuses on small group adventure travel. They post travel images from their past customers on Facebook to show prospective travelers how awesome a travel experience can be with Intrepid. By using a hashtag that involves your customers or featuring your customers’ photos, they can help tell the story of your brand.

    Focus on the whole experience

    When 52% of young people say that the most amazing brand experience changes their perspective, it can be easy for brands to solely focus on creating that one viral moment as opposed to a representation of themselves online. This can lead to audiences feeling like there’s a brick wall between them and the brand – a disconnect. Boye Fajinimi, Co-Founder and President of The Future Party, believes that experience should be part of the story. “By highlighting the five senses and that, if a person is able to interact – touch, taste and hear – as part of the experience, then the desire to share it online will be more organic and purposeful”, he says.

    Your brand’s story needs to be told in a way that involves your customers and your community to make people feel like they are part of your brand story and connected to your brand. If you’ve got content, share it. If your company helps the community, make it known. Always involve your customers in your brand in as many ways as you can and as often as possible.

  • 6 Aug 2019 5:34 PM | Kathy Doering (Administrator)

    August 1, 2019

    By: Diane Stirling 
    (315) 443-8741

    School of Information Studies Associate Professor Lu Xiao has been recognized for research that employs multiple methodologies to examine the factors surrounding a comment’s persuasive power on social media, and the ability of those comments to change viewpoints that have been expressed online.

    Lu Xiao

    Lu Xiao

    Xiao and co-author Taraneh Khazaei, of Microsoft in Toronto, were chosen for the “Best Methods Paper” award at the 10th International Social Media & Society Conference held in Toronto recently. Their paper, “Changing Others’ Beliefs in Social Media: Online Comments’ Persuasiveness,” was selected for its comprehensive analysis methods and the variety of analyses used in evaluating central questions around the factors that influence the persuasiveness of comments posted online.

    The research involves discussion comments posted on a sub-Reddit forum, “Change My View.”  It explores different dimensions of the language used, the structure of the comments made, attributes of users, and other factors that contribute to a comment’s persuasive value, according to Xiao. Specifically, she says, the examination looked at these aspects of the conversations: 

    • The relevance between the comment and the view it changed
    • The relative position of the comment in the online discussion
    • The psychological attributes (emotional tone) of the comment
    • The use of function words
    • The level of writing sophistication and the comprehensibility of the comment
    • The status of the commenter in the online environment.

    The research project also investigates the reasons why online users were persuaded to change their opinions. The analysis uses an online natural language processing tool to look at the specific language used, but also takes into account several other aspects of the discussion. Findings were linked to earlier research on persuasion and belief change in traditional forms to seek to uncover when and how those factors apply to online persuasion in conversations.

    “We looked at the inference of comments, their order of discussion, and at users’ credibility scores. We also did a statistical analysis when comparing comments of different groups. We measured the relevance between the original comment submission and subsequent comments, then sorted the comments on the original post based on how relevant they were. That ranking was then used for further analysis,” Xiao notes.

    Lu Xiao accepting the award at the International Social Media & Society Conference

    Lu Xiao accepting the award at the International Social Media & Society Conference with colleague and iSchool Professor Jeff Hemsley

    There has been an increasing interest in studying online persuasion, notes Xiao. “We hope to examine whether there are indicators and features that we can identify from those online users’ digital tracers and the online environments that can signify whether a comment is persuasive. If we can do that, we can improve the tool we’ve developed to signal whether a particular comment is powerful and whether it is persuasive or not persuasive,” she says. The persuasion analysis tool is available to the public online at

    The practical value of the study comes from the insights it can yield into how to write effectively in the online environment, and whether writing effectively is the same or different when the information is conveyed in online and offline environments, Xiao says. While the analysis presented in this paper is useful to assess persuasiveness in this situation, it applies only to the particular discussions referenced and as they occurred on the Reddit platform. Other conversations on other social platforms may present different comparisons, she adds. Previously, Xiao’s research looked at online persuasion factors in Wikipedia discussions. Next, she hopes to examine other online environments and platforms, such as the comments left on the review site, Yelp.

    The conference is an annual gathering of leading social media researchers from around the world. Organized by the Social Media Lab at Ted Rogers School of Management at Ryerson University, the conference showcases research from scholars working in many fields, including management, communication, computer science, education, journalism, information science, political science, and sociology.

  • 2 Aug 2019 10:47 AM | Kathy Doering (Administrator)

    AUGUST 2, 2019 by Kerry Flynn

    When YouTube Kids launched in 2015, media buyers were intrigued by the opportunity to advertise to kids in a safe environment. Four years later, even with the scandal of violent Elsa, advertisers within the kids’ demo are still putting ad dollars behind YouTube Kids.

    A brand exec who buys ads on YouTube Kids said the platform allows kid-focused clients to reach the right audience safely online since children can’t be on social networks. YouTube Kids is not bucketed in the social budgets since it doesn’t have a community or comments, the executive said.

    “Advertising on YouTube comes with trade-offs, scale versus kids. Kids and social don’t really mix. Kids are either not on social platforms or they’re not supposed to be on social platforms,” the executive said.

    Indeed, kids love YouTube. But they aren’t supposed to be there. As one media executive said, “On [regular] YouTube, if you’re under 13, you don’t exist. You probably don’t have your own account. You’re watching on your parents’. But the amount of kids’ usage of main YouTube is vastly, dramatically under-reported.”

    YouTube Kids was YouTube’s way of serving that audience while obeying the Children’s Online Privacy Protection Act (COPPA). YouTube Kids was YouTube’s attempt to build a platform designed for children as opposed to assuming that all users were over 13, said Dylan Collins, CEO of SuperAwesome, a company that focused on kid-safe tools and technology.

    “The challenge faced by YouTube and a lot of the older technology platforms is they were simply not designed to accommodate the sheer volume of children using the internet today,” Collins said. “Google is an incredibly successful business engine that is entirely based on one type of internet user, an adult. Adapting this model to children requires them to do the opposite of everything they’ve scaled, going from maximum data to zero data, which is really difficult to do.”

    At launch, YouTube Kids would include content specifically intended for children and be supported by age-appropriate ads. As Bloomberg reported in June, YouTube considered making YouTube Kids completely curated and subscription-only but opted for algorithmically sorted and supported by advertising. Unsurprisingly, scandals emerged due to YouTube’s unwillingness to vet all of the videos. In October 2017, Mashable revealed the unsafe, even violent, content that appeared on YouTube Kids.

    In the wake of those reports, YouTube said it’s worked to curb the problem by introducing more curation and parental control. But YouTube’s systems aren’t foolproof, as it described in a blog introducing new parental controls on YouTube Kids: “We work hard to make videos in the app family-friendly, but no system is perfect.” Last month, the Federal Trade Commission reportedly agreed on a multibillion-dollar settlement with YouTube due to COPPA violations. YouTube declined to comment on the FTC settlement.

  • 24 Jul 2019 10:04 AM | Kathy Doering (Administrator)

    Written by: Jimmy Matorin, Business Catalyst at SMARTKETING

    I recognize I have two full time jobs. My primary job is leading my company SMARTKETING, a food marketing company that specializes in the food-away-from-home channel. My second job is keeping up with the transformation of marketing. Thanks to being a member of the Advisory Board of the SMRA, I have written some guest posts about the value of consumer targeting, influence marketing, social sharing, etc., etc., etc. The one common denominator throughout the transformation of marketing is building a community (a.k.a. Tribe) around your brand via inbound marketing.

    A Brief History Lesson: For the records, the concept of inbound marketing was coined back in 2005 by Brian Halligan, co-founder and CEO of HubSpot, a marketing and sales company. It is a marketing process utilizing tools like content marketing, social media movements, SEO, webinars, etc. making it possible for consumers to find the products/services they need. It took nearly a decade before inbound marketing gained traction. It continues to evolve as companies fine tune their marketing content focusing on resolving problems and connecting with their community. Note: Research indicates that approximately half of the buyers absorb three to five pieces of content during their purchasing journey. Consequently, brands are educating their customers through stories, videos, blogs, social media, podcasts and events. When my company works with a client developing an inbound B2B marketing strategy, we strongly recommend refreshing their current website which most probably is stale. Websites are the hub of the wheel for inbound B2B marketing.

    According to a recent Forrester survey of B2B marketers (500 plus), most indicated that their company’s website is the most effective tool for building awareness and generating demand. More effective than digital advertising, SEO, online engagement via social media platforms and events. However, after evaluating numerous websites of the survey respondents across 12 B2B industries, the research firm concluded a majority of the sites needed refreshment, specifically as it related to user-friendly, relevant and engaging/interactive content. Forrester recommended marketers solicit feedback from their customers and organize their content marketing plans accordingly to best meet the needs of their target audience (a.k.a. buyers).

    Are you ready to refresh the hub of the wheel for your future B2B content marketing initiatives?

  • 18 Jul 2019 3:11 PM | Kathy Doering (Administrator)

    News on the outlook of Social Media Monitoring Tools future market reach...

    Salesforce, Oracle, Lithium Technologies, Hootsuite, Sysomos

    Social Media Monitoring Tools Social Media Monitoring Tools

    The Global Social Media Monitoring Tools Market research provides a basic overview of the industry including definitions, classifications, applications and industry chain structure. The market Report also calculate the market size, the report considers the revenue generated from the sales of This Report and technologies by various application segments. The report delivers a comprehensive overview of the crucial elements of the market and elements such as drivers, current trends of the past and present times, supervisory scenario & technological growth.

    Social Media Monitoring Tools market size to Reach USD 9.2 billion in 2018 to USD 17.7 billion by 2025, at a Compound Annual Growth Rate (CAGR) of 14.1% during the forecast period.

    Social Media Monitoring Tools is a software equipped with various functionalities for tracking, listening, and gathering relevant content across various social media networks.

    Increasing investments on digital advertising, rising dependency on social media advertising tools to reach customers, increasing focus on understanding customer preference on particular products, and growing trend on delivering personalized content based on current trends accelerates the growth of global Social Media Monitoring Tools market.

    Key Companies Analysis of Social Media Monitoring Tools Market Report: Salesforce, Oracle, Lithium Technologies, Hootsuite, Sysomos, Union Metrics, Klout, BuzzSumo, Webtrends, Zoho and Others.

    Click the link to get a Free Sample Copy of the Report:       

    Global Social Media Monitoring Tools Market Size Growth Rate by Type (2014-2025):

    Software Platform

    Professional Service

    Managed Services

    Global Social Media Monitoring Tools Market Share by Application (2014-2025):

    Retail & Consumer Goods



    Media & Entertainment


    Travel & Hospitality


    Development policies and plans are discussed as well as manufacturing processes and cost structures. This report also states import/export, supply and consumption figures as well as cost, price, revenue and gross margin by regions (United States, EU, China and Japan), and other regions can be added.

    Browse the Full Report description and TOC (Up to 30% Discount)                                        

    The key insights of the Social Media Monitoring Tools Market report:

    • The report provides key statistics on the market status of the Social Media Monitoring Tools market manufacturers and is a valuable source of guidance and direction for companies and individuals interested in the industry.
    • The report provides a basic overview of the industry including its definition, applications and manufacturing technology.
    • The Social Media Monitoring Tools market report presents the company profile, product specifications, capacity, production value, and 2014-2019 market shares for key vendors.
    • The total market is further divided by company, by country, and by application/type for the competitive landscape analysis.
    • The report estimates 2019-2025 market development trends of Social Media Monitoring Tools Market.
    • Analysis of upstream raw materials, downstream demand and current market dynamics is also carried out
    • The report makes some important proposals for a new project of Social Media Monitoring Tools Industry before evaluating its feasibility.

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