This thesis compares traditional social media monitoring (SMM) tool approaches with a semantic SMM tool approach that is based on semantic web (SW) technologies. Therefore a landscape of their application is developed in order to identify the main goals and challenges within this area. The benefits and disadvantages of applying SW technologies in a SMM tool are shown 1) according to their technical requirements and provided abilities and 2) according to their suitability to support the business. Within an assumed use case scenario in the tourism domain the need for a flexible solution is demonstrated. Additionally a semantic SMM tool prototype, that has ontologies as its backbone, is developed and applied to a social networking channel of a television producer.