PR Firm Rolls Out Social Media Trending Tool

Global PR firm Porter Novelli has launched a social media analytics tool, which focuses on specific target audiences and tracks their online discussion topics in real time.

Instead of filtering keywords, the 'TrendingTarget' tool listens to and reports on any and all topics that a targeted audience is talking about on Twitter. Audiences can be defined by social identities and by other factors relating to their apparent interests. Using text mining tools, the system then scans public conversations for patterns such as discussion of common interests, competitive brands or newly popular hash tags.

CEO Gary Stockman explains: 'With TrendingTarget we can quickly analyze the wide range of interests of an audience and learn what's meaningful to them right now, so we can create programs that will influence them to take action on behalf of a brand or organization. Rapid response - from data analysis to insight to action - is what clients need in a world where news, trends and crises travel faster than ever before.'

Web site: www.porternovelli.com .