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BizReport : Social Marketing : June 24, 2009

TruCast 2.8 released for social marketers

If you're in the social space you know monitoring conversations can be a full-time job. The TruCast platform from Visible Technologies is taking this full-time job and giving marketers back something they desperately need more of: time. The latest version, 2.8, allows marketers to monitor, measure and participate in social conversations all over the world in one simple interface.

by Kristina Knight

The platform gives marketers a way to listen in on conversations about their brand, competitors or upcoming releases to hear what consumers are really saying. By monitoring conversations this way, marketers can then jump into conversations, add their input or correct misconceptions about their brand before negative statements can grow into huge problems.

Next comes measurement. How engaged are the consumers talking about your brand or competitor's brands? Do their comments really matter in the grand scheme of things? Yes, in fact, these comments do matter. If a consumers is willing to make a statement - good or bad - about your business, you need to know what is said and be able to respond. But there is simply not enough time in the day to visit every blog, social network or micro-blogging site. Having this information sent to you lessens the time that must be sent following social conversations.

In a related report from Visible Technologies and Aberdeen, researchers found that properly managing brand reputation spelled not only an improved brand but shareholder value.

"The benefits of online monitoring and analysis in the context of brand reputation management are clear and compelling," said the report's author, Jeff Zabin, research fellow in Aberdeen's customer management practice. "Companies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring firms like Visible Technologies to prevent their public image from becoming tarnished."

Tags: brand management, brand monitoring, brand reputation, social marketing, social networks, TruCast

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