In the US, social media agency Emoderation has rebranded as The Social Element, and launched a new service, 'Emotional Resonance Analysis'.
The firm employs 350 people worldwide, including strategists and consultants, engagement specialists, content creators and designers, and data and insight analysts. CEO and founder Tamara Littleton says it has outgrown its original name with the expansion of social media as a whole: 'I founded Emoderation in 2002, before Facebook, Twitter or YouTube existed. Our heritage is from those early days of working with branded communities, MMOGs and virtual worlds, and moderation and facilitation of communities was a big focus. Now, it is one element of what we do. Our world has for a number of years been firmly rooted in strategy, creative content, engagement and data and insight for brands' social media'.
She adds: 'We cover everything from Facebook to Snapchat, consult our clients on the best approaches for them and give them the data and insight they need to make their social media campaigns stand out. We felt it was time our name, look and feel reflected that'.
Emotional Resonance Analysis looks at brands' emotional connection with consumers and aims to help them 'create more meaningful connections'. The service examines emotions felt towards a brand, including love, passion, rage, joy, irritation and astonishment, and puts them into context using a team of experts to give meaning to the data and turn it into actionable insight.
'If you understand how people truly feel about your brand that goes beyond traditional sentiment analysis, you can do something to either capitalise on it, or put it right', says Blaise Grimes-Viort, Chief Services Officer for The Social Element. 'You need to start with the data that tells you how people feel. Then you need human interpretation to extract meaningful and actionable insight. And then - most importantly - you need quick-thinking and creative people to act on that insight'.
Web site: www.thesocialelement.agency .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.