Social media analytics has been attracting considerable attention in both research and industry due to the increasing popularity of social media usage. As a subset, social media monitoring describes the process of continuous monitoring of a subject matter in social media. From our point of view, the key requirements for such systems are i) high throughput and real-time processing of incoming data, ii) a user-friendly way to define complex situations of interests that make use of formalized background knowledge and iii) capabilities to perform actions based on gained insights instead of a pure monitoring system. In this paper, we propose a system for (pro) active, real-time social media monitoring. Firstly, we describe the conceptual architecture of our system and necessary pre-processing steps. Secondly, we introduce our concept of semantic requests that is capable to extend event pattern definitions with background knowledge. Finally, we show the usefulness of this system in two different domains: Real-time political opinion tracking and proactive establishment of relationships with consumers in order to perform a new form of real-time marketing. The main advantage of our approach is a simplified, expressive way to formulate event patterns in social media applications.
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