Describe the four commonly used tools firms use to monitor their social media presence.

Whether a Fortune 500 firm, a small business, or a local nonprofit organization, all companies can use a number of tools to monitor their social media presence. Some of the most commonly used tools include the following:Google Alerts. Firms can set up alerts about their company, good, service, or brand and receive an e-mail whenever they appear online. Firms can also set up alerts to be notified when consumers search the Internet using keywords or industry terminology that is important to their business.Social Mention. Social Mention is a tool that captures mentions of brands across most social media sites. The Social Mention search engine monitors over 100 platforms, isolating relevant keywords and measuring a brand's impact online.UTM Parameters. UTM parameters are short text codes added to a URL to track important data about website visitors and traffic sources. UTM parameters work with analytics programs like Google Analytics to provide a detailed picture of a brands social media success, from which platforms are performing best down to which specific post drove the most traffic to a specific page.Hootsuite Impact. This tool helps marketers understand the revenue and marketing results generated by social media. Impact measures conversions by social channel and analyzes ROI between owned and paid media which helps marketers improve performance by analyzing their content, spend, and conversions.