Northern Light Launches Smarter Twitter Tool

Knowledge management platform provider Northern Light has launched a Twitter analysis tool using AI to help enterprises plan their social media marketing, track competitors and enhance their market research.

The Boston, MA-based firm was formed as long ago as 1996 and today boasts more than 250,000 users of its strategic research portals. It has content aggregation partnerships with more than 150 syndicated technology and industry research publishers, and aggregates business and technology news from over 6,500 news sources.

The company says the new tool, Northern Light Social Analytics, is optimized for strategic planning and business research rather than social media monitoring. It delivers immediate analysis of any hashtag to determine its association with keywords, its sentiment, authors who have used it and their location, either by the number of posts or the number of viewer impressions those posts generated. Using machine learning to understand context, the tool filters out irrelevant posts coincidentally using the same words or phrases - for example in an analysis of mentions of 'cancer' for a pharmaceutical company, the firm says it would filter out those concerning astrology.

Clients can use the tool to determine what hashtag they should use in their social media and marketing outreach; who the influential authors are on their priority topics; and how consumers think about themselves in their market, says Northern Light. They can also see what their competitors are tweeting, and what other people are tweeting about them and their competitors.

The product is available as an enterprise solution and as a per-seat monthly subscription. Chief Executive C. David Seuss comments: 'Tools that simply find overlapping hashtags are not useful for planning, because high overlap terms won't broaden market reach on your topic. Our analysis helps guide the content of social posts to maximize their impact and reach. We're concerned not merely with what's 'trending' but with what is meaningful in a longer term business context'.

Web site: www.northernlight.com .