Partners Combine Social Media and Offline W-o-M

In the US, social media consultancy Converseon and word-of-mouth analytics firm ChatThreads have partnered to create CHORUS - a tool which fuses social media listening and analysis with offline word-of-mouth tracking.

The new tool uses Converseon's proprietary social media conversation mining technology, combined with the mobile-enabled touchpoint tracking developed by ChatThreads.

CHORUS has been designed to help users understand the drivers behind brand affinity/perception and purchasing decisions, and the interplay between them.

The firms say that with CHORUS, marketers can now understand which media fuels discussions and decisions, while optimizing media mix and messaging based on social media and word-of-mouth purchase drivers.

'Until now, online social media listening and offline word of mouth tracking have essentially been two parallel universes,' explained Converseon CEO Rob Key. 'CHORUS enables brands to understand and measure word-of-mouth in all its forms.'

Web sites: www.converseon.com and www.chatthreadscorp.com .