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BizReport : Social Marketing : March 11, 2013

Releases offer in-depth social analysis

In the social space, analysis is nearly as important as reach. At least half the population is now active in the social space, giving brands a better chance at engaging - if the right analysis tells them how social consumers feel.

by Kristina Knight

That is where a new release from SDL comes in. Launching today, the BeGlobal social tool allows marketers to integrate tracking and monitoring of global sentiment and trends. The platform integrates with text analytics to measure sentiment through social media and other online content in real time.

The analytics are delivered in real time and are translated so that a European brand can accurately determine how shoppers in Asia, for example, are reacting to a product or campaign.

And from Unified, a tool to offer Facebook brands a newsfeed assist. The Unified Social Operating Platform helps brands on Facebook optimize their news feeds so that the brand knows which updates to 'amplify' through ads on the social network. Unified has also upgraded their Minilytics application which tells brands which posts are performing high with shoppers so that brands can determine if posts should be entered into Facebook's Sponsored Stories option.

"Understanding how to engage with social audiences is a major challenge when managing a global entertainment icon such as Snoop Dogg," said Nick Adler, VP of Branding, The Cashmere Agency & Stampede Management. "Unified's Minilytics and Social Operating Platform give us the tools to decide in real-time how best to reach Snoop's 23 million Facebook fans with both organic content and paid advertising - all in one simple console."

Finally, iTVX and General Sentiment have partnered for a new analytical tool in the social space. Through the tool social marketers can have analytics delivered into the iTVX dashboard. General Sentiment's platform 'listens' to social buzz around a product, piece of content, publisher or service and offers the creating brand insight into how consumers feel about that product.

"Monitoring conversations is just one part of the equation," said Pete Moran, CEO of General Sentiment."Gleaning social insights create more informed marketing strategies in today's market. Old ways of analysis are no longer adequate as clients search for a more complete picture of their brand presence. This branded entertainment partnership with ITVX allows for deeper engagement interpretation for our clients. As clear leaders in the space they offer us another lens to provide even richer data."

Adding this type of information into the iTVX dash should give brands a deeper level of insight.

Tags: social marketing, social marketing analysis, social marketing tools, social network tools

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