ListenFirst Debuts 'More Accurate' Social Media Tool

Social media specialist ListenFirst has launched a new solution combining analysis of earned and owned activity, designed to help marketers cope with changes in social media metrics and legislation, and gain a more accurate picture of audience relationships.

Founded in 2012, the company offers a one-stop solution to optimize social media marketing and maximize ROI. The new offer gives a single dashboard integrating emotional sentiment on conversations and comments on owned posts with organic and paid engagement; and promises marketers actionable data and insights to prove the effectiveness of their social marketing strategy.

Key features include integration of emotional sentiment on earned social and comments on owned posts with organic and paid activity, for a rounded view of what audiences care about; inline analysis of sentiment alongside benchmarking and other metrics; and analysis of Top Commenters and Top Posters, to identify who is driving the conversation, their tone and focus.

The firm says changes both in privacy regulation and in the features available from social networks (eg Facebook and Instagram likes) are causing marketers to redefine social media assessment - measures of conversation or engagement volume are 'no longer as relevant as they once were' - and the new solution aims to layer in additional high-value metrics to give a more rounded picture. Co-founder and Co-CEO Jason Klein (pictured) comments: 'Traditional social listening, which relies on public data, has captured only the vocal minority so brands are left with an inaccurate representation of true consumer sentiment. With access to public data diminishing, it is critical to go beyond analysis of conversation and capture all the relevant consumer signals. Our platform ties in not just emotional analysis of earned social, but all organic, earned and paid analysis, so brands can truly understand how to build relationships with their audience and increase their return on social'.

Web site: www.listenfirstmedia.com .