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BizReport : Social Marketing : September 22, 2010

comScore launches social monitoring tool

It seems every marketer is getting involved in social media. The truth is, though, that although most brands and marketers are interested in social, many are standing back because of the measurement tools. Specifically the lack of measurement available in the social sphere. Enter a new toolset from comScore which helps brands to monitor the social space.

by Kristina Knight

comscore.gif"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 Vice President. "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."

Called Social Analytix, the tool will analyze more than 150 million global social sources to determine what is being said about brand. The tools allow brands to determine what is being said about brands in the social space in real time across blogs, discussion boards, video and photo sharing hubs and social networks.

With the tool brands can:

• Gauge sentiment according to what is said about brands in real time
• Respond to reviews, statements and other commentary to enhance customer service
• Identify social influencers for future campaign use
• Track campaigns
• Engage social consumers

With each season, social is becoming more and more important to marketers. While most consumers are still engaging most often with friends and family members, more are looking for favored brands within the social space. As they find brands, they are engaging as they look for deals, coupons or product and store information.

Tags: comScore, social analytix, social marketing, social marketing tools, social metrics, social networks

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