What Social Networkers Say about Your Brands

With the constant increase in the number of users on social networking sites, market is replete with social media management tools of different types. After a slew of launches in the recent past, now the Web researcher comScore has introduced Social Analytix for social media monitoring.

Based on Radian6 social media monitoring and engagement platform, the service will provide clients with real-time insights based on what consumers are saying about their brands and products on the web, reveals comScore.

The Radian6 technology, which operates independent of the comScore global consumer panel, captures mentions across more than 150 million social media sources worldwide including blogs, discussion boards, video and image sharing sites and popular social networking sites like Facebook, Twitter, MySpace and LinkedIn Answers.

A few days ago, digital marketing agency Overdrive Interactive had launched SocialEye, a tracking and measurement dashboard designed to reveal the ROI of social media marketing.

In addition to tracking newer social media metrics such as connections (friends, fans and followers) and buzz, the SocialEye dashboard aims to help marketers report on the actual ROI (return on investment) of their social media efforts. It will report on metrics such as site traffic, leads and revenue generated by social media marketing efforts. (Read: How to Measure ROI on Social Media Marketing)

Specialized tools are also being offered to monitor specific social media properties. Chatterscope is a free platform for Twitter sentiment monitoring and analysis. Launched by the global public relations firm LEWIS PR, Chatterscope automatically tracks and alerts organizations about negative and positive Twitter conversations mentioning their brands. (Read: Are Twitter Tweets Okay with Your Brand?)

And tech leader IBM has unveiled its new software to help organizations reinvent the way they interact with consumers on the Web. The software features analytics, social software and commerce capabilities that help organizations create interactive Web experiences to better target consumers and increase brand loyalty.

The IBM software covers social networking, Web content management, portal, mashups, and mobile communications enabling organizations to increase their ability to attract and retain customers, personalize advertising and marketing, and enhance overall customer loyalty. (Read: IBM to Help Companies Improve Web Presence)

“The emergence of social media in the past few years has helped usher in the era of the digital consumer, where one’s brand equity increasingly relies on what people are saying about it in the digital environment,” said Steve Dennen, comScore VP.

“comScore Social Analytix leverages Radian6’s leading social monitoring technology to help us provide our clients with enhanced insights into an increasingly critical variable in the marketing mix equation: consumer word-of-mouth.”

According to comScore, Social Analytix will enable clients to monitor consumer-generated word-of-mouth brand mentions and gauge consumer sentiment toward their brands, products and/or competitors.

It will also help them listen and respond quickly to potential customer service issues as they arise and help identify key social media influencers, reach out to them and form strong relationships with their customers.

Moreover, Social Analytix will enable brand managers engage with social media users and scale listening and response across their organization, track the lifecycle of campaigns, announcements and communication efforts.

RMN News

Rakesh Raman