Why You Need Social Media Intelligence (SOCMINT) in 2024

The need to study social media channels might come from different motives. Imagine preparing a social media campaign and trying to gather information on the leads you target. In other cases, you may sense cybersecurity threats or want to check the integrity of the election candidate. Social media OSINT is a go-to tool in all these scenarios to gather data in no time. Want to know how you can benefit from such a tool? Read this brief overview.

What is Social Media Intelligence (SOCMINT)?

The technology helps gather valuable information from the social media content stream. The goal is to collect and interpret such data in order to spot patterns or single out a specific insight. Thus, SOCMINT is equally useful for companies and private clients to conduct in-depth research.

Why SOCMINT Matters As a Part of OSINT

Even though social media-focused intelligence might seem similar to OSINT, it is crucial to know the difference. In fact, SOCMINT is one of the components of open-source intelligence that focuses only on publicly available social media posts, profiles and interactions. While OSINT encompasses a broader range of open-source information from various online and offline sources, social media analysis is only tailored to fit special features of the platforms. Here are characteristics that show differences between the two:

How Dynamic They Are

Social media platforms are one of the most quick-paced parts of the Internet, where data is constantly changing. While OSINT deals with both static and dynamic information flows, social media analysis is about tracking down immediate shifts.

How Much Do They Focus on Interactions

The main goal of SOCMINT is to take note of all minor interactions and nuances of communication that might seem less important for the comprehensive OSINT analysis.

What Scope of Information Do They Capture

Social media investigations only include information available online, while general open-source analysis can use offline resources as well. Moreover, OSINT can even involve the use of data from the Deep Web or Dark Web that are normally hidden from the public eye. In addition, OSINT can explore governmental documents and records that are not visible with just a SOCMINT search.

SOCMINT Concepts and Terms to Get You Started

Let’s prepare for the Social Media Intelligence deep dive with a quick concept rundown.

Open-Source Intelligence (OSINT). Information that was gathered from publicly available sources to develop insights about a person or event.
Web Crawling. Automated process of navigating websites used to assemble information from social media platforms.
Geospatial Analysis. Interpreting information with a geographic component, such as info on location from a social media profile.
Sentiment Analysis. In the OSINT context, it is a process of gathering opinions online, often with the use of automation. The main goal is to get a database on how the audience subjectively assesses a certain topic and in which tone it is discussed.
Cross-Platform Analysis. Many SOCMINT tools allow for multi-platform analysis, enabling studying multiple social media platforms at the same time. This is crucial for getting a comprehensive view of the online database and figuring out information on trends across different platforms.

Uses for OSINT for Social Media

The target audience of OSINT social media analysis tools is vast. Let’s break down three central sectors where SOCMINT is a necessity.

Social Business Intelligence for Marketing Teams

There are a few distinct ways how marketing pros can take advantage of using a social media intelligence tool:

Getting All the Crucial Metrics. Intelligence data is a convenient source of insights on audience engagement, content performance and general brand image information.
Knowing Clients Better. The technology can help marketing teams gather information about customers to define market trends and adjust their campaigns. Thus, companies leverage the benefits of social business intelligence to study client demands and preferences.
Taking Care of the Company’s Reputation. The marketing team can learn general sentiments about the firm, and notice complaints or customer requests with SOCMINT. That’s how a company can gain a positive reputation and strengthen customer relationships through social media communication.
Stepping Up the Influencer Marketing Game. Investing in social media promotion by influencers can be a gamble. That’s why it is necessary to collect information on the performance of their previous campaign and the feedback from past collaborators. This research can be crucial for reaching the right audience with your product or service.
Studying the Competitors. Use SOCMINT to find out what rivals are doing right and where they have shortcomings based on customer reviews in the comments.

Military and Security Professionals

National security agencies take advantage of the SOCMINT instruments to assess possible safety hazards or threats. Here are the benefits of analyzing social media for experts in military defense and security business:

Doing Real-Time Threat Hunting. Security professionals can stay informed about unfolding situations and respond quickly if they have social media intelligence insights. For example, security specialists can find discussions of a potential shooting or a terrorist attack that were published online.
Collecting Information to Support Investigations. SOCMINT provides valuable data that can be used as evidence or intelligence in investigations. For example, such tools can be used for studying the social media footprint of a suspect. SOCMINT can identify social media posts, that include geotagged information, indicating the location where the content was created. This information can be valuable in tracking down a person’s whereabouts at a specific time and reconstructing the events.
Conducting Geospatial Analysis. Social media intelligence can be helpful beyond case-by-case investigations of the users. Instead, such analysis is useful for understanding the geographic distribution of potential threats. Moreover, you can use it for gathering information about the security of a particular location.

Media Teams

Since journalists are responsible for delivering news reports based on reliable and trustworthy data, SOCMINT tools are a must for comprehensive research. Check out some of the advantages:

Quickly Researching Social Media. Journalists can benefit from using SOCMINT tools to spot breaking news and assess what netizens are discussing in real-time. These instruments can provide real-time alerts for specific keywords or topics mentioned on social media platforms. It allows journalists to stay ahead of new events and be among the first to report on unfolding events. Moreover, reporters can use SOCMINT to locate and verify user-generated content from eyewitnesses on the ground, providing a firsthand perspective on events.
Separating Fakes From the Truth. SOCMINT instruments are useful for validating and fact-checking news stories before publication. Furthermore, consistent social media analysis can help trace common misinformation patterns and media slandering campaigns.
Verifying the News Sources. Journalists can cross-reference information from social media with other sources to verify the accuracy of details and ensure that their reporting is reliable. That’s how social media OSINT can create comprehensive materials with validated insights from traditional news outlets, official statements, and eyewitness accounts.

Legal Experts

Collecting evidence to defend a client or accuse a suspect requires extensive research to gather information. Consider how social media analysis can make this process easier:

Doing Background Checks. Legal professionals can conduct character assessments by gathering data relevant to the case. Social media profiles can be a valuable resource for finding out the real incentives and actions of the actors.
Designing an Alibi. Posts with a geotag or real-time social media streams can prove that a person was unable to commit a crime. Legal experts can use this information to verify alibis or establish that a person was at a specific location during a certain timeframe.

How Does Social Media Intelligence Work?

The SOCMINT tech constantly explores social media to find valuable insights based on a certain request. Here is how it goes:

Web crawlers are utilized by the social media intelligence SOCMINT to overview social media platforms and collect publicly available data. The tools verify facts and enlarge your information pool with a cross-platform analysis.
The SOCMINT technology identifies relevant keywords and phrases associated with the topic of interest. This helps filter and prioritize the information collected.
Then, there are a few possible routes to take. The tool can be used for user profiling to gauge common demographic info, geospatial analysis or sentiment analysis to find out moods on the social media platform(s).
All the data collected is conveniently organized in reports and/or charts so you can overview the findings with ease.
However, remember that the results of social media intelligence SOCMINT analysis are often short-living. Social media is dynamic, and new data is constantly generated. Therefore, SOCMINT processes typically involve continuous monitoring to stay updated on relevant information. For example, consider real-time monitoring of social media platforms for emerging trends, discussions or events related to the initial request.

Where Can You Do SOCMINT?

The research tools can be applied to study almost any social media platform imaginable. Take a look at a breakdown only some of them:

Twitter. Using SOCMINT on Twitter can help in monitoring breaking news or emerging trends and taking note of how people react to them. It is the best social media platform to know what people are talking about, making it valuable for marketing, public relations, and brand management.
Instagram. Since Instagram is focused on visual content, SOCMINT there mostly involves analyzing images and videos for trends, sentiments, and user interactions.
LinkedIn. As LinkedIn is a social media platform tailored for professional networking, you can use it for auditing new job listings, noticing industry dynamics, analyzing competitors and researching the reputation of your own company.
Facebook. It is a perfect social media platform to do an investigation of public sentiment, group discussions and mentions of specific keywords.
Snapchat. You can use Snapchat to track down any information that is about to quickly disappear. In case your research should analyze the coverage of events in real-time, conduct a study with a focus on this social media platform.
Reddit. Since it is a network of organized discussion forums with an endless stream of user-generated content, this social media platform is the best source of insights on interactions and engagement. For instance, military and legal professionals can use Reddit for threat intelligence or in order to investigate victims, witnesses and suspects.

How X-Ray Contact Can Help You Out With Social Media OSINT

You can use the services of X-Ray Contact in order to analyze the social media platforms of any person available in the database. Here’s how it goes:

Go to the “Search” tab of the X-Ray Contact website.
Select the “Social” option to focus on this information.
Insert a link to a social media profile of a person you want to investigate. You can choose any social media where a person has a profile.
You can receive a database with information on a person. You can find out such details as the names they use online, personal and work emails, phone numbers, social media links and usernames they use, links to other online sites they are registered at. Moreover, you can gain access to personal information like addresses, education, job details, languages they know, their online images and even passwords.

You can use this information to reach out to a certain person or even to check your own digital footprint that others can find.

Start searching

Why Is Social Media Intelligence Important Nowadays?

Social media is often the first platform where crises unfold. It can be hard to distinguish fake from fact in the stream of content available online. No matter the industry, OSINT for social media is an essential instrument to scan the web and reveal the truth. Without such analysis, all efforts in security, market research or investigation can be in vain.

Sometimes, Social Media Intelligence is the only way to save lives. Law enforcement and other government services use the technology for threat detection, monitoring public safety issues and gathering info during emergencies. In this case, going through forums or tracking down the email to find information can be a matter of public safety.

Is It Ethical to Use SOCMINT Tools for Social Media Monitoring

Using Social Media Intelligence is lawful and doesn’t involve gray data collection practices. For instance, information processing is limited to a clear legal purpose, and the investigations opt for non-intrusive methods. Nonetheless, consider these tips on how to establish measures that would ensure the morality of SOCMINT research:

Opt for Transparency. Don’t shy away from explaining to the users how, why and on what terms the information is collected. People should be aware that their public posts may be monitored, especially if the information is used for decision-making, marketing, or other purposes.
Stay True to the Original Intent. When collecting and storing data, always question yourself whether the extent of information suits your purpose. The level of monitoring and data collection should be justified by the main goal of this SOCMINT research, and it should not go beyond what is necessary to achieve it. That’s why the misuse of findings for personal use is a big “no” in professional investigations.
Use Information Security Tools. Secure data collection instruments play a big role in making social media monitoring ethical. The system should be reliable with strict access requirements to the OSINT tools. For example, protect the sensitive data of the users with strong encryption protocols. Use multi-factor authentication to add an additional layer of security to prevent unauthorized access to OSINT findings.

Social Media Intelligence Tool Safety Functions

In addition, intelligence collection tools can make the operation of the firm more ethical if used correctly. For instance, OSINT tech can be helpful in ensuring transparent and secure information processing. Here are some of the core actions SOCMINT instruments can do for the company’s safety:

Anomaly Detection

Flag suspicious or phishing-related activities on social media platforms. When doing purposeful research, you can identify malicious culprits that are preying on the information about your users.

Finding Trolls and Fake Accounts

OSINT is convenient for filtering out illegitimate users. Such security investigations flag or report accounts that engage in impersonation and fraud or handle misinformation campaigns. This measure helps in maintaining the safety and integrity of your social media platforms.

Content Moderation

You can control what user-generated content appears on your social media and delete dangerous or offensive posts with regular OSINT monitoring. That’s how organizations cultivate a safe online environment without hate speech, violence or explicit media.

Conclusion

SOCMINT shows how new OSINT tech advancements are versatile and important for a range of domains. For both marketing analytics as well as cyber attack prevention, Social Media Intelligence is a quick solution to find out the truth and prevent the worst outcome.

However, just like any open-source investigation approach, this branch is no stranger to controversy. In order to avoid controversy and backlash, it is crucial to take precautions with such tools. Question yourself whether this use of the tool doesn’t endanger the safety and well-being of the users.

However, this trip down the SOCMINT rabbit hole shows how this technology is a safe solution for social media research if handled with care.