The appointment of Social 360 comes after months of reviewing monitoring companies by the group’s comms director Victoria Brough.
Brough told PRWeek: ‘The world is changing and our business is becoming more diversified – so monitoring what people are saying about us has become increasingly important.
‘We wanted a company that would do more than just fire off automated reports that show every mention of our name or abbreviations.
‘Social360 has people that understand our business and can make decisions on what is important and what to include in our daily summaries.’
While social media monitoring is widespread in consumer PR, its use remains relatively limited in the corporate market. But news events, such as the ongoing Occupy London Stock Exchange protests, have seen corporates like the LSE increasingly referred to on social media platforms such as Twitter.
Social360 is charged with providing the London Stock Exchange Group’s international communications department with daily insight and analysis. Its brief includes monitoring social media discussion relevant to the group’s brands and services, including LSE, Borsa Italiana, Aim and FTSE.
Paddy Herridge, COO, Social360, added: ‘The breadth of the London Stock Exchange Group operations and the specialisms it has, combined with the challenges a three-letter abbreviation such as LSE presents, means that it requires a human-filtered approach to provide the insight that the comms team need.’