Social Monitoring Tools in Action !!!

Almost all users, who use social technologies, probably aim to build their own connections through online social spaces with various purposes (e.g. establishing digital presences as being known by others, getting in touch with those in personal contact’s relations). For enterprises, they prefer to look at those mentioned purposes as the in-depth levels of connections (valuable social graphs). This is a key benefit from what the organisations can gain from adopting the social technologies. About this post, I tend to focus on the analysis of my own discovery in experiencing some social monitoring tools with my chosen organisation, ‘Muji’.

Muji is one of the biggest Japanese retail organisations that sells household and consumer goods with its own simple design and its ‘no frill’ concept. The following organisation also has its sub-branches across global continents, such as Asia, Europe and North America. In term of the social technologies’ adoptions, each of Muji’s branches currently has its own Facebook and Twitter accounts. Before moving towards the organisation’s social monitoring part, I decide to narrow my scope down to a particular Muji’s branch, which is Muji (USA). The selection of the tools and their analysis can be discussed as follows:

  • Wildfireapp
    The application is developed by Wildfire, a Google’s division which is one of the world’s largest social media marketing software providers. Registration for users’ accounts is required in accessing and using the basic version for this monitoring tool. Through the usage of the free version, I am only allowed to use the ‘monitor’ feature where I can create data comparisons up to 4 organisations by specifying their social media pages/URLs, including Google+, Facebook and Twitter.

    Illust. by Sarun Y.

    Illust. by Sarun Y.

    With Wildfireapp, I chose to make a comparison between two Muji’s branches based on their available social media channels (Facebook and Twitter), and they were Muji (USA) and Muji (Indonesia). Without vast difference in both of their populations’ numbers, the analysed result from this tool showed that Muji (USA) contained higher numbers of social media activities than Muji (Indonesia) during 2010 – 2013. Based on the peak range of the results, this proportionally included Facebook pages’ likes (11,416 : 2,390),  Checkins (134 : 0), People Talking (4,636 : 53) and Twitter followers (7,421 : 3,083).

    By analysing the above proportional outputs, Muji (USA) might possible keep its sale and marketing staffs being more active on its Facebook and Twitter than the Indonesia branch. As giving my chance to visit both branches’ Facebook pages, Muji (USA) presented rich detailed posts of its store’s products and provided the link to access directly to its store while Muji (Indonesia) preferred to use less text with images to promote its products. With different generated contents in promoting the products, it can be another main reason why Muji (USA) be able to gain higher results from adopting the social technologies. This also fits in ‘Advertising’ and ‘E-commerce’ categories of revenue streams that mentioned in the McKinsey Global Institute’s 2012 report.

  • Mentionmap
    This tool is a web application that developed by Asterisq for exploring the Twitter’s network. The Twitter account is required for using the tool. By typing any Twitter username, Mentionmap will retrieve all possible connections of that specified username and present the result in the constellation’s style of the social graph, including profile images, usernames, and hashtags.

    Illust. by Sarun Y.

    Illust. by Sarun Y.

    In the case of Mentionmap, I decided to use Muji (USA)’s Twitter username as the main input. Based on the visualised result, I found that there were 5 usernames and 4 hashtags mainly connected their nodes to Muji (USA). While hovering on the line nodes, each of them revealed the number that my input username had been mentioned in previous tweets. This included 1 mention per hashtag and 2-3 mentions per username.

    From the following results, they might be represented the proportion on how Muji (USA)’s Twitter username is used in various ways. These include informing the organisation about the internal/external news across branches (e.g. the new released products/services) and being another channel for receiving the customers’ enquiries. By looking closely to the related hashtags, this can possibly give Muji (USA) to have some insights’ knowledge and be able predict its marketing trend to match the consumers’ needs.

According to the results that I have found from experiencing the social monitoring tools, I think that these tools can bring great benefits to the organisations if they learn to apply them appropriately. They are not only allow the organisations to know about their social media insights, but they also give opportunities in business’s improvements and contacts’ expansion. Apart from this, implementing multiple social media channels can increase more chances for the organisations to determine the trends and be able to change their strategies ahead the competitors.


About Sarun Y.

A Thai student who continues his master degree in IT at Queensland University of Technology (Brisbane). Love drawing and think it as another effective way to convey the message to his audiences.


  1. A neat article, I have never heard of the Wilfdfire App, it sounds very promising. Using those tools, is there anything Mugi could be considering to expand their social presence?

    • Thank you for your comment, Sam 🙂
      Apart from the results of the social monitoring tools that I have mentioned in my posts, I think that Muji should consider how it can balance between the customers’ engagement and the value creation for its community. From this, I would like to leave two more additional examples that reflected the company in terms of expanding its social presence, including Muji’s social game ( and Muji’s social community (

  2. Hi Sarun, really informative post! Seems like the WildfireApp is really useful to target and compare competitors. Proportional results are definitely what a company would want if looking at another company with different demographics. Looking forward to your next post!


    • Hi Gabriel,
      I agree with you about the WildfireApp. It is slightly different from the other tools that I have tried, especially the comparison’s feature. This is still not even counted the way that the following tool integrated the auto search for social media usernames or URLs while typing a single letter in the input box. With the proportional outputs, they might benefit the organisation in terms of monitoring the social activities (e.g. keeping tracks on trends, gaining product/service insights) within its branches as well as its competitors.
      Thank you for your feedback, Gabriel 🙂

  3. Hi Sarun
    Great post, like how you compare Muji (USA) with Muji (Indonesia) and further analyse why the numbers are so diverse. I definitely think you are right about the different ways that the two divisions market their products on the social media platforms might impact the result. I took a look at the internet access (in 2012)* in the two countries.
    (USA) 81% of population = 245 mill. users
    (Indonesia) 15,4% of population = 38 mill users.
    These numbers are properly also a significant root cause of the difference in the numbers or what do you think? Also thanks for introducing me to mentionmap – never heard of that tool either.

    Hope you get the chance to stop by my blog and tell me what you think 🙂


    • Hi Lise,
      I think that your comment on the statistics of the Internet access really added more depths to my post. This is also an important factor that the organisations should concern while planning to adopt the social technologies within their branches. The activeness of the organisation staffs in engaging the users through the available social media channels is another variable in which I think it can possibly impact the monitoring results. I believe that there are several ways to measure the organisational social media achievements, but that also depends on the aspect of each organisation on how it defines the term ‘success’ (e.g. gaining high numbers of social media activities through comments/likes, being able to expand the network/market to wider communities).
      Thank you for your input, Lise 🙂

  4. Your posts get better every week sarun!
    I like how you analysed the differences within different countries, having been to several muji stores myself (in HK and in Japan) their brand is definitely developing quite fast at quite affordable prices with the bonus of having high quality goods. With monitoring I can definately see how they can better develop their customer base in the countries that are not as successful as their major counterparts, and from there I can see that they can utilise social technologies to their marketing needs. 🙂

    • Thank you for your feedback, Wong 🙂
      Yes, it is indeed like what you have mentioned in the comment about the organisations that have sub-branches across countries. With the social monitoring tools, they are not only just allowed the organisations to investigate the overall results of their social media activities (e.g. numbers of being mentioned in the social media channel through posts, comments or tags). But these tools can also help the organisations to foresee the trends as well as being able to improve the quality of their products/services to either expand their markets or match the customers’ needs.

  5. Good post Sarun.
    It is impressive that you made all the graphs and images on your own during blogging. In this blog, why don’t you include screenshots of the monitoring tool so that it makes you easier for explanation. (Just my opinion :))
    It is nice that you made comparison between subsidiaries of Muji. My opinion is that the social media network in Indonesia is not as good as those in USA due to issues in combination of geography, culture and local economy.

    • Hi Shingo,
      About comparing the social media usage across the organisational sub-branches, I intended to focus on the variable of population ranks based on (, but I also agreed with what you mentioned in the comment on other factors (e.g. economic and geographic statuses). From this, I think that the results of the social monitoring tools can be just a part of measurements on determining how the organisations can be successful with their businesses. Also, they should balance on giving their focuses between engaging the users and creating values to their communities ( To answer your question about my post, I personally concern about the consistency and the length on how I post my blog , but I still have links and screenshots embeded as in-text references.
      Thank you for your inputs, Shingo 🙂

  6. Hi Sarun,

    That was a really interesting post! I really liked your comparison of the Muji (USA) and Muji (Indonesia) social media accounts and analysing the differences. A company with different Facebook and Twitter pages can use different techniques and analyse which ones produce a stronger response for the company. This way the company can apply the better technique across all accounts. The only issue with that is obviously cultural differences and differences in population. However, there is always the option of changing the type of content and using social media monitoring tools to analyse whether discussion and general sentiment has grown or declined.

    Using Mentionmap to find out influencers could be very beneficial. By connecting directly with the followers, a strong connection can be formed which can increase the amount of good things they can say about your brand, and it also enables the company to develop connection as a part of their public perception. With the hash tags, it allows you to know in what context people are talking about you, whether a campaign is doing well, what tags you need to put in your blog posts for higher search results.

    I also completely agree with your point about analysing trends in the industry to stay ahead of competitors. Do you think that social media monitoring can help by analysing results from competitors and finding patterns to their success, or do you think it’s better to focus primary on your own company separate from competitors?

    – Brant

    • Hi Brant,
      Yes, there is always an option of changing the variables in the social monitoring tools, and that based on the available feature of each tool and its limitation. This also depends on the scope for whether the organisations aim to look for (e.g. the company’s social activities, customers’ insights). To answer your question, I think that it depends on the types of the organisational businesses. Those organisations, who have the same business areas, might prefer to use the monitoring tools to analyse their own social activities with their competitors as finding out strengths and weaknesses and making sure that they do not miss out the trends. Monitoring both mentioned purposes (competitors’ comparison and self-organisational focus) seems to be what most organisations prefer, but they need to appropriately prepare and manage their staffs to monitor the data, track and response the comments/feedback as well as looking after the tools.

      Thank you for your comment and question, Brant 🙂

  7. Hi Sarun, thank’s for the informative post! I’ve never heard of WildfireApp before, but seems like it is really useful to target and compare competitors. This tool will really benefit organization to find out their organization performance and look at another company with different demographics.

    I agree with ZhongHaoLiang that social media network in Indonesia is not as good as those in USA as I came from Indonesia myself.. So comparing the performance of Muji USA and Indonesia wouldn’t be that good

    But I really like your post 🙂
    Thanks for sharing!

    • Thank you for your feedback, Fanny 🙂
      The comparison between Muji sub-branches was my first aim while doing this post as well as controlling the the diversity of the variables that used in the results’ analysis (e.g. ranges of the population and social technologies’ adoption). But, I agree with what both of you mentioned about considering other related factors among sub-branches in each country (e.g. geography, culture and local economy) ( To think in another way, this post can be used as a preview on what the organisations are able to gain from using the mentioned social monitoring tools. They should also consider on whether their variables are suitable/appropriate enough before making further assumption/analysis from the results of these tools.

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