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Bazaley T.Yu. [Monitoring and control of public opinion through digital technologies] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 3. Available at: https://sfk-mn.ru/PDF/45SCSK323.pdf (in Russian).

Monitoring and control of public opinion through digital technologies

Bazaley Tatyana Yurievna
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: tbazalej@bk.ru

Abstract. The article describes technologies for monitoring and controlling public opinion using digital technologies. This study describes the fact that a large number of users use social networks through photo sharing, microblogging and cloud services, so with this data we can access new potential customers and support existing customers. Social media is a new field that includes many theories from different fields such as psychology, sociology, business analysis, data analysis and communication. The sizes of social networks are unknown, and there are no specific methods of using their data. Social networks are designed to provide indicators, methods and tools for using social data to solve management problems and operational issues in an organization. Organizations have deployed social media tools to support business activities. Organizations prefer to integrate social media into innovation. Managers prefer to choose the best tool for their organizations, but it is difficult to choose the best among the many social media tools. This study aims to review some of the important social media monitoring tools and propose some criteria for comparing them. The analysis in this article will help managers make more informed decisions about choosing the right monitoring tools for their business. Based on five key features, including analytics and search, automatic response, internal collaboration, influencer discovery, and search for relevant communities, the comparison presented in this study can help managers of each firm choose the best monitoring tools, and political technologists the most effective candidate promotion program.

Keywords: monitoring; control of public opinion; digital technologies; social monitoring; media monitoring; monitoring of social networks

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