Brandwatch Debuts Social Media Tool

Brighton, UK-based social media analytics provider Brandwatch has launched a new tool, Channels, which aims to bring together analysis of a client's owned and earned media assets across different social networks in one place.

The initial release includes complete Facebook capabilities and a beta version for Twitter, with YouTube scheduled for later in the year.

The firm says recent research has highlighted of getting owned, earned and paid media to work in concert to reach customers 'throughout their customer journey'. Channels offers competitive benchmarking of owned social network results; customisable topline metrics for owned assets over any time period; the indentification of influencers; evaluation of content; sentiment analysis; and 'Owned vs. Earned' comparisons, charting the two side-by-side to understand how their activity relates to online buzz.

Brandwatch CEO and founder Giles Palmer (pictured) comments: 'Each social network is different, but that doesn't mean marketers want the pain of analysing each separately. We built Brandwatch Channels to solve that problem, and also had our eye on helping brands understand the wider impact of their social output and the relationship between earned and owned media.'

Brandwatch has additional offices in the USA and Germany, and is on the web at www.brandwatch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.