It's not clear from the article how the system monitors encrypted social media traffic. Perhaps Twitter as it is public afterward, right? Or does it look for public posts to local groups in Facebook? Or everyone has location tagging on posts on other sites?
How are these companies getting their information to analyze?
I'm wondering the same. There's another company that does the same[0] and probably several more. I know I've read reports of police departments getting more lucrative access into private facebook posts. Perhaps it is the same for a company trying to "help" a school district as well.
I'm not sure if this is what you mean but most of these systems install a HTTPS certificate on the device so they can analyse the data and re-encrypt it.
How are these companies getting their information to analyze?