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YouGov to launch social media monitoring tool

4th Apr 2012
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Market research firm YouGov is set to launch a new social media monitoring tool to help brands understand the “noise of social media”.

The SoMA (social media analysis) tool will track the tweets and comments of a panel of Twitter and Facebook users who have allowed YouGov access to monitor their activity. The polling firm will then measure their influence, as well as segment audiences via demographic filters, and deliver the data to brands in real-time.

According to the firm, the reporting tool brings together all of the existing (and some new) YouGov data streams in a single dashboard for senior executives. This will then provide an overall real-time picture of the company environment at brand, sector and macro levels, as well as link it effectively to quick delivery, in-depth custom market research. 

Stephan Shakespeare, YouGov chief executive, told the Financial Times: “This is the first time that anyone can add objectivity to the social media noise. This measures what was heard and determines the impact of those tweets.

“People and companies want to measure who is hearing the tweet and what its actual influence is, and that’s what we can now do.”

Investment into SoMA and other products, as well as international expansion, has caused profit to falll by 6% to £2.0m in the six months to 31 January 2011.

SoMA is expected to launch at the end of April. 

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