Social media monitoring and analysis has typically been used by corporations to determine the success of marketing campaigns, product launches, customer satisfaction polls as well as an opportunity to get feedback on the customer experience.

More and more unions as well as the occupy movement are now using social media as a powerful tool to mobilize activists in support of social justice campaigns.  Corporations faced with a potential difficult labour relations environment need to pay close attention to social media activities.  As part of a business’s overall contingency plan they will need to consider the implication of the ability of the union to rapidly mobilize members and activists using Facebook, Twitter and Vibe.  Monitoring social media will ensure a company is able to ensure appropriate response strategies and mitigate the risks.