FreshMinds Tools to Measure Consumer Chat

In the UK, FreshMinds Research has launched a suite of social media monitoring services, to enable clients to gain insight into how and why online consumer conversations are shaping their brand, both on and offline.

The firm's new buzz tracking capabilities have been designed to feed into brands' ongoing social media strategies. They will enable clients to track the quantity, content and sentiment of chat around their brand and map the success of their online marketing initiatives.

By mining blogs, forums, news sites, social networks and micro-blogging sites such as Twitter, the company offers data about a brand's online performance and reputation and an interpretation of what the data means.

The suite comprises a Social Media Audit to help clients understand online activity about their brand, and a Social Media Monitor tool to track sentiment over time and help clients react to hot topics that are being discussed by their consumers.

Buzz monitoring can be integrated with primary and secondary research projects to provide a wider view of brand performance. In addition, results will be benchmarked to reveal the strengths and weaknesses of a brand's social media strategy against that of its peers.

'By combining cutting-edge analysis tools with clear fresh thinking, we uncover the story behind the data,' stated James Turner, Head of Research Communities and Panels. 'Our new tools enable marketers to get to grips with their brand's reputation online and identify strategies that can be used to optimise their word of mouth strategies both on and offline.'

FreshMinds, which is a recent double winner of the MRS UK Market Research Agency of the Year award, is online at www.freshminds.co.uk .