Hispanic Social Media Tool Launched

In the US, Target Latino - a Hispanic and Latino consumer marketing firm - has launched a multicultural social media monitoring tool that scans the Internet for relevant results and automatically analyzes sentiment in English, Spanish and Portuguese.

Target Latino was founded by Claudia 'Havi' Goffan in 2003. As well as offering marketing services which target Latino audiences via segmentation, the company designs, manages and analyses a wide range of Hispanic marketing research programs across several industries and product categories.

Its new SMX Echo tool has been designed to monitor social networks for relevant conversations. From this 'buzz', the solution provides a complete list of results, including a permalink for each entry to the original post, a short snippet of the entry found and source, and supporters and detractors' popularity scores.

Analysis of sentiment is automated to uncover positive, negative or neutral comments through a proprietary platform using a machine-learning algorithm.

Goffan says that SMX Echo can be used to help clients perform current and historical analysis of what is being said online about key figures, political parties, companies, brands and competitors.

Atlanta, Georgia-based Target Latino is online at www.targetlatino.com .