In a classic case of poacher turned gamekeeper, I was recently invited by an American PR agency to have a personal briefing about the launch of a new social media product. It was a chance to play the role of the journalist in a three-way conversation that was very much like the hundreds (maybe thousands?) of interviews I’ve sat in on over the years, but this time I got to ask the questions.
I think I played the part well. I listened to the presentation, asked some tough (nosy even) questions and gave some feedback on the product demonstration.
While I did not get all my questions answered (fees and costs), I was sufficiently impressed with the social analytics package that I decided not only to write a blog post about it, but I agreed to have some of my comments summarized in the launch news release.
nBA Pulse, from newBrandAnalytics, is cloud-based software that helps brands gain real-time visibility into social media’s trending topics and see conversations that might impact their brand and product reputation. It’s already being used by McDonald’s, 7Eleven, David’s Bridal and Subway.
Now I’ve used Radian6 in the past and I like to use Sysomos MAP when undertaking a brand audit, but nBA Pulse offers deeper insight and increased agility in data use. The demonstration I saw highlight three interesting features:
- Early detection and warning system. Pulse automatically sends an alert to identify potential crisis or positive social conversations before they go viral. The eliminates the need to have someone watching feeds and hashtag trends all the time.
- Volume spike analysis. Pulse lets the user click through to the source of activity spikes and allows for quick annotation. This saves time and means easier reporting..no need for screenshots.
- Ease-of-use and full integration. Pulse seems to be user-friendly and to blend into other nBA monitoring packages, which could give both a broad social picture and a detailed customer experience analysis.
The product is well named, Pulse, because of the real time nature of the services it provides. Spike alerts and live annotations will allow brands to make fast, informed, data-driven decisions.
The time on the briefing call was for me time well spent. I like the tool and think it will help social media analysts because the it puts important information at their fingertips and makes reporting a whole lot easier. I’ll be keeping nBA Pulse in mind when making recommendations to clients (but I sure do wish I knew how much it costs!)
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