Social media monitoring (SMM) encompasses the systematic observation, collection, and analysis of information shared on various social media platforms, including Facebook, Twitter, Instagram, and Reddit (Fensel et al., 2012; Grizāne et al., 2022, p. 5; Privacy International, 2021b; Twetman et al., 2020, p. 26). This practice utilizes a range of technologies, with one method being Deep Packet Inspection, which scrutinizes network data across all layers of internet communication. Additionally, surveillance may involve the use of open-source intelligence (OSINT) tools, such as search engines, to access publicly available social media content. Less technologically-oriented methods include legal requests made to social media companies for data access and manual content searches (Fuchs & Trottier, 2015, p. 127).
Today, the process is frequently automated, allowing for real-time collection, organisation, and analysis of vast amounts of data (Shahbaz & Funk, 2019). It has three characteristics: (1) dependence on big data; (2) collaboration between private and public entities; and (3) alignment with established political structures (Caines, 2022).
References
Caines, S. (2022). Watching the Watchtower: A Surveillance AI Analysis and Framework. In J. B. Bullock, Y.-C. Chen, J. Himmelreich, V. M. Hudson, A. Korinek, M. M. Young, & B. Zhang (Eds.), The Oxford Handbook of AI Governance (1st ed., p. C47.S1-C47.S24). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780197579329.013.47
Fensel, D., Leiter, B., & Stavrakantonakis, I. (2012). Social media monitoring. https://oc.sti2.at/sites/default/files/SMM%20Handouts.pdf
Fuchs, C., & Trottier, D. (2015). Towards a theoretical model of social media surveillance in contemporary society. Communications, 40(1), 113–135. https://doi.org/10.1515/commun-2014-0029
Grizāne, A., Isupova, M., & Vorteil, V. (2022). Social media monitoring tools: An in-depth look. NATO Strategic Communications Centre of Excellence.
Privacy International. (2021, May 6). How social media monitoring can be used at a protest | Privacy International. http://www.privacyinternational.org/explainer/4509/how-social-media-monitoring-can-be-used-protest
Shahbaz, A., & Funk, A. (2019). Social media surveillance. Freedom House. https://freedomhouse.org/report/freedom-on-the-net/2019/the-crisis-of-social-media/social-media-surveillance
Twetman, H., Paramonova, M., & Hanley, M. (2020). Social media monitoring: A primer. Methods, tools, and applications for monitoring the social media space. NATO Strategic Communications Centre of Excellence. https://stratcomcoe.org/cuploads/pfiles/social_media_monitoring_a_primer_12-02-2020.pdf
Governments’ use of AI systems in social media monitoring during elections 