▁measure ▁return ▁on ▁invest ment ▁for ▁their ▁social ▁media ▁ad ▁sp ending , ▁compet itor - aud iting , ▁and ▁for ▁public ▁eng agement . ▁Tools ▁range ▁from ▁free , ▁basic ▁applications ▁to ▁subscription - based , ▁more ▁in - depth ▁tools . ▁ ▁Fin an cial ▁indust ries ▁util ize ▁the ▁power ▁of ▁social ▁media ▁as ▁a ▁tool ▁for ▁anal ys ing ▁sentiment ▁of ▁financial ▁mark ets . ▁These ▁range ▁from ▁the ▁market ing ▁of ▁financial ▁products , ▁gain ing ▁ins ights ▁into ▁market ▁sentiment , ▁future ▁market ▁predictions , ▁and ▁as ▁a ▁tool ▁to ▁identify ▁ins ider ▁trad ing . ▁ ▁Social ▁media ▁becomes ▁effective ▁through ▁a ▁process ▁called ▁" building ▁social ▁authority ". ▁One ▁of ▁the ▁foundation ▁concepts ▁in ▁social ▁media ▁has ▁become ▁that ▁one ▁cannot ▁completely ▁control ▁one ' s ▁message ▁through ▁social ▁media ▁but ▁rather ▁one ▁can ▁simply ▁begin ▁to ▁particip ate ▁in ▁the ▁" con vers ation " ▁expecting ▁that ▁one ▁can ▁achieve ▁a ▁significant ▁influence ▁in ▁that ▁conversation . ▁ ▁Social ▁media ▁min ing ▁ ▁Social ▁media ▁" min ing " ▁is ▁a ▁type ▁of ▁data ▁min ing , ▁a ▁technique ▁of ▁analyz ing ▁data ▁to ▁detect ▁patterns . ▁Social ▁media ▁min ing ▁is ▁a ▁process ▁of ▁representing , ▁analyz ing , ▁and ▁extract ing ▁action able ▁patterns ▁from ▁data ▁collected ▁from ▁people ' s ▁activities ▁on ▁social ▁media . ▁Google ▁mines ▁data ▁in ▁many ▁ways ▁including ▁using ▁an ▁algorithm ▁in ▁G mail ▁to ▁analyze ▁information ▁in ▁emails . ▁This ▁use ▁of ▁the ▁information ▁will ▁then