Crimson Hexagon revamps social media tool

CAMBRIDGE, MA: Social media monitoring and analysis shop Crimson Hexagon unveiled a major revamp to its user platform called ForSight.

CAMBRIDGE, MA: Social media monitoring and analysis shop Crimson Hexagon unveiled a major revamp to its user platform called ForSight.

The patent-pending technology of ForSight tracks in real-time what is being said or written about a product or brand in social media, and allows companies to make strategic communications decisions from that data.

“Obviously social media is all the rage,” said Crimson Hexagon CEO Scott Centurino. “The question is what do you do with all this information?”

ForSight, which is powered by technology developed at Harvard University's Institute for Quantitative Social Science, indexes 2.5 billion social media posts per month and 82 million per day, 70% of which are Twitter posts and the rest are blogs, forums, news sites, and Facebook posts, said Centurino.

The product's algorithm identifies statistical patterns in relevant content, and then qualifies the tone of the data in a chart to positive, neutral, or negative content.

Centurino said the revamp reflects what PR pros want in a social monitoring and analysis tool, making it easier to get value out of the platform by digging deeper into the tonality of content, which “enables smarter marketing decisions,” he said.

Other updates to ForSight include a command center dashboard, three times the number of available analysis reports, customizable visualization of data, and category grouping.

Crimson Hexagon was founded in 2007 and counts Microsoft's Bing as a customer.

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