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BizReport : Social Marketing : March 05, 2013

How to control images in the social space

As the social space grows the issues surrounding proper branding of a product or, well, brand continue to evolve. While most uses of a brand logo are innocuous, there are times when a branded image could be placed near content that could be harmful.

by Kristina Knight

Enter LTU Technologies, a firm which helps brands find their logos and other images online so that the placement of those images is known. And in the case of potentially harmful content, taken down.

"Since 2010, LTU extended our robust technology platform to target media monitoring and e-commerce segments and extended our customer footprint from Europe to North America and most recently to Asia and Australia," said Stephen Shepherd, General Manager, LTU Technologies. "Pivoting most recently to brand intelligence and social media monitoring, LTU's powerful algorithms are now aimed at brand intelligence segment emerging today. LTU's ability to scale combined with our ability to analyze billions of pixels of image data retrieved from websites and publications, is a differentiator that can propel automatic identification of protected brand images and do so without slowing operational efficiency."

The LTU infrastructure compares images holding similar colors, shadings and shapes to a known logo. This comparison helps brands identify images within the social sector, and in the cases of negative uses, the brand can then take action.

How big a problem is this? According to LTU data more than two millions images/photos are posted to Twitter alone in a single day.

"Brands and social media analysis services can benefit by incorporating sophisticated image recognition technology from LTU to automatically search and compares millions of images, analyze similarities and differences in colors, shading, and shapes. Advanced image recognition technology leverages artificial intelligence to function like the human eye, to understand minute similarities and differences between two similar images," said Shepherd.

More from Stephen and LTU Technologies tomorrow, including his top three strategy building tips.

Tags: branded images, LTU Technologies, social marketing, social media trends

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