Handling social networks on a large scale requires different tools than a smaller operation does, Jeremy Epstein writes. To monitor large quantities of conversations, for example, tools such as TweetDeck are no longer useful and a natural-language processor might become necessary. When a large number of employees contribute to a company's social media management, audit trails and governance structure are a must to keep everyone organized and on-message, Epstein writes.
Social media management on a large scale presents distinct challenges
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