Porter Novelli has launched a social media analytics tool, TrendingTarget, to reveal the full breadth of topics that a target audience is discussing online in real time.
TrendingTarget delivers a visual representation of all of the conversations taking place across a specific audience, it employs a technology to listen and report on any and all topics that the audience is talking about.
The resulting data can be used for strategic decision making, communications planning, community management and content development efforts.
Porter Novelli CEO Gary Stockman said the company is creating tools that get to the heart of what clients need today – immediate and actionable information.
"With TrendingTarget we can quickly analyze the wide range of interests of an audience and learn what’s meaningful to them right now, so we can create programs that will influence them to take action on behalf of a brand or organization," Stockman said.
"Rapid response – from data analysis to insight to action – is what clients need in a world where news, trends and crises travel faster than ever before."
The new tool currently uses Twitter as the basis for conversation analysis, which works by gathering all Tweets from an audience that has been defined by publicly available social identities and other interest-based markers.
The tool also uses text mining tools to uncover velocity and acceleration patterns in their public conversations – such as discussion of common interests, competitive brands or newly popular hash tags – to surface actionable trends.
TrendingTarget was developed with Tracx, a social media analytics platform, and provides its data aggregation and audience segmentation capabilities.
