Analytics firm SAS has updated its Social Media Analytics tool in an effort to give organisations more insight into their brand on social platforms such as Twitter.
Chief among the new features is the ability to create Social Scorecards that provide information on how a company's brand is performing across social channels such as Facebook, Twitter, YouTube and Flickr.
John Bastone, SAS global product marketing manager for customer intelligence, told V3 that the tool creates an archive of a company's performance on key social sites over time.
"Social Scorecards provides a series of key performance indicators on a daily basis that show how a brand is performing in different social media channels to help glean insights that can be used to measure how the brand is performing," he said.
"For example, you can cross-reference advertising and branding campaigns with any spikes in communications, followers and engagement to see what sort of impact it had and how it was perceived."
Secondly, staff can now create 'author hubs' to track people who regularly mention their products or brand, either positively or negatively, so that organisations can gather data on how they are perceived and tackle poor reviews.
Bastone explained that this is an important tool for staff, but stressed that no data is taken that has not already been made public.
"By providing the ability to create a person-centric module within the tool brand, managers can gain insights into how their brand is being percieved by measuring online users' influence and sentiment," he said.
"This only involves taking information that is publicly available online, and no attempt is made to identify any anonymous account."
Finally, SAS has added six new sentiment engines to enable the tracking of keywords relevant to six specific industries: online retail; hospitality and gaming; multi-channel retail; telecommunications; retail banking; and automotive.
The tool supports all major social networking sites and generic review web sites, and Bastone said that SAS is likely to add support for Google+ when the business version of the social network is launched.
The update is free for existing customers and will be rolled out online in the coming days.
SAS will also offer Roambi ES for SAS, which allows business intelligence reports to be turned into dashboard style analytics and sent to mobile devices such as the iPhone, iPad, BlackBerry Bold and BlackBerry Torch.
This offers capabilities such as monitoring monthly sales and performance trends, and comparing profits on different products while on the go.
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