The race to create filters for real-time social media — so that companies in particular can track what is being said about them — continues to heat up. In an attempt to stay ahead of the curve, analytics service Trendrr today launched a new version of its social-media dashboard that incorporates location along with the usual Twitter tracking. The service now pulls in data from Foursquare and Gowalla, as well as aggregating “like” activity via Facebook’s open-graph protocol and reputation scores via Klout. But these services don’t come cheap; access to the dashboard starts at $499 a month and goes as high as $2,499 a month for the “enterprise” edition.
The company — which originally launched in 2006 and is a subsidiary of New York-based social-media marketing firm Wiredset — says that it has re-engineered its platform to handle more real-time services like Facebook and Foursquare. The service competes with other social-media dashboard offerings such as those from Radian6 (which charges $600 a month) as well as Sysomos and HootSuite. New analytical services are emerging as well; Tweetmeme founder Nick Halstead launched a data-mining product called Tweetbeat at the Disrupt conference last week that also allows for in-depth tracking of social-media content via semantic analysis, sentiment rankings and reputation scores.
At least for now, Trendrr’s incorporation of location-based services such as Foursquare and Gowalla could set the service apart from some of its competitors. Users can track real-time check-ins, badges, mayorships and other rewards through a local dashboard, and can filter those results based on a user’s gender and other demographic info if available. Customers using the dashboard can respond from within the service, and can see the content from the most influential users first, or create their own ranked lists of influencers. Trendrr also has a built-in sentiment analysis feature that allows corporate users to track responses to their brands and products based on attitudes.
Trendrr says that its dashboard features allow “marketers to identify swarm behavior in real-time and provides the communications mechanism that will drive transactions and insert brands into conversations around hot topics.” It pitches its service as a tool for what it calls “Chief Listening Officers” who monitor social media for their companies. As a new Forrester report released today notes, however, companies have their work cut out for them in terms of using social media to boost awareness of their products and services, because of the existing noise on those networks.
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