Bluefin Labs Unveils Signals Brand Edition

US social media analytics firm Bluefin Labs has launched a new platform called Signals Brand Edition, to enable brands to measure and analyze how their TV advertising is driving conversations on Twitter and Facebook.

The company was founded in 2008 by Deb Roy and Michael Fleischman, as an off-shoot of their research at the MIT Media Lab. Their flagship Bluefin Signals technology platform analyzes comments posted on social media sites about US national TV programs and commercials, and clients tap into this data to inform the buying and selling of TV media.

Through the introduction of Signals Brand Edition, brands are able to track commercials that run across US national TV, identify when and where they air, and gain insight into how a campaign moves consumer conversations in social media in terms of numbers exposed and overall impact. Analysis of the brand and lifestyle affinities of TV audiences can be factored in to help brands target TV campaigns towards those consumers most likely to respond and engage.

Roy explains: 'For the first time, brands can see how their TV advertising drives conversations on Twitter and Facebook. Signals Brand Edition opens the door to fully integrated cross-channel marketing across offline TV and online social media.'

Web site: www.bluefinlabs.com .