The present disclosure provides a system that allows for the real-time and online monitoring of the exchanges between customers and a CRM team over social media. While crawling all messages exchanged over the social media by customers and CRM team, the system aggregates related messages exchanged between a given customer and the CRM team into a conversation. The system includes a linguistic framework for the analysis of conversations (based on the two linguistic theories of dialog acts and conversation analysis) to label the nature of the messages in a conversation or thread.