KN Adds Analytics to Social Media Service

Consumer specialist Knowledge Networks (KN) is expanding its social media offering to include custom analytics, providing information on how social media conversations reveal people's feelings about specific products or topics.

Last March, KN partnered with publishing firm MediaPost to deliver a consumer view of social media involvement and its effect on purchase decisions. The resulting syndicated product - The Faces of Social Media - provides information about the influence of social media for five user segments across 39 product categories.

KN has now added custom analytics to this product through an alliance with Collective Intellect (CI), whose proprietary semantic engine has collected billions of social media records from public sources such as blogs, message boards, Facebook and Twitter over the past 12 months. Based on these, the new KM analytics can help clients determine which social media marketing activities and messages have the greatest ROI potential, and identify market trends to guide marketing and product tactics.

'We are pulling social media and other data streams out of their usual silos' says KN CEO Simon Kooyman, 'and giving clients a perspective on the complete picture of societal issues and brands'.

KN - which last year achieved 37.1% growth in revenues, and organic revenue growth of 20.9% (excluding the effects of the 2009 acquisitions of CMR and Dimestore Media) - is online at www.knowledgenetworks.com , while CI is on the web at www.collectiveintellect.com .