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This article covered the differences between Social Media Management and Social Media Monitoring. It states that management is reactive and is about what a social media manager does for a company such as dealing with comments and process what they are saying about people's opinions of the brand. There are no systems flagging comments that may indicate that there is a problem that needs to be addressed. People have to find the evidence as the comments come in.
    Monitoring is proactive and open to high-level employees as it about observation and choosing what direction the company will go in. While management is done by hand so to speak monitoring is assisted by AI and machine learning. This helps with making associations and analyzing possible trends. (Redmore)
    This is important because in-class presentations and lectures we talk about trends in the present social marketing world and how important it is to be in dialog with consumers to seem more personal and engaging. Both of these are very important but it is important to know the difference. With trends that falls into being proactive because with a brand, you want to stay on top of trends when they're happening and not ride the coattails of the movement or trend. Then you seem outdated and out of touch with the world. That lends itself to being viewed more favorably by consumers. Take the ice bucket challenge for example. Companies would be able to appeal to people more by having well-known athletes on the brand’s channel do the challenge at that time when it was really popular. If they did it now it would just make people wonder why now and not have the desired impact.
    Then it's really important to react to posts because it adds personality to a brand. It also will alert the manager(s) to potential issues that may not be caught otherwise. For example, there may be one comment about a mistake of a product and that can be remedied and faith restored in the brand. People can catch the outliers and keep consumers happy and coming back. Keeping up with all the trends in the world won't make a company prosper if consumers don't come back because they see you as having bad customer service.


                                                                       Citation
Redmore, Seth. “Social Media Management vs Social Media Monitoring – What's the Difference?” MarTech Advisor, 18 Mar. 2019, www.martechadvisor.com/articles/social-media-marketing-2/social-media-management-vs-social-media-monitoring-whats-the-difference/.