Infrastructure software giant Autonomy today launched a new web content management tool under its Interwoven brand, designed to monitor social media content and allow businesses to act on the insights gleaned.

Autonomy Interwoven Social Media Analysis uses the firm's Idol search technology to listen to and analyse unstructured information on social media sites like YouTube, Facebook and Twitter.

The technology uses clustering, pattern matching techniques and probabilistic modelling to understand sentiment, and can present marketers with a richer and more contextual set of data than traditional keyword spotting tools may be able to, according to Autonomy.

Anthony Bettencourt, chief executive at Autonomy Interwoven, argued that marketers have not been able to keep pace with the rapid changes taking place in consumer behaviour.

"Social networks, which are by nature dynamic and unstructured forms of information, do not fit neatly into traditional, database-driven analytics systems," he said.

"Interwoven's meaning-based marketing approach, which can derive meaning from human-friendly information, and empowers marketers to automatically act on those insights, will transform how organisations engage with customers in the years to come."

Once marketers have determined the trends on which they can act, they can use Interwoven's TeamSite and LiveSite web content management products to deliver dynamic, targeted and optimised content to cash in on these trends, the firm said.

The company's Optimost tool can then be used to run multi-variable testing on any changes to the site, according to Autonomy.