“We want it to land on the desk of everyone at a company,” said Alston. “It might be a product manager listening to certain conversation, someone in PR, or a marketing person tracking the impact of a new product launch.”
With the tool, customers can set up topic profiles to track specific mentions and record all interactions. The dashboard also allows for real-time collaboration among team members, so those working on the same brand can see how their colleagues are reacting and handling news. The goal is to streamline individual members' social media interaction within the topic. For example, the dashboard will be able to display a team member's response to a Twitter post on the topic being tracked.
He explained that the company had added workflow features within a dashboard product last year, but the features hadn't enabled the same level of engagement as the new tool.
“Rather than be able to only monitor Twitter or Facebook statuses, it tracks all mentions across all social media,” said Alston. The dashboard can also house blogs, videos, Twitter, Facebook, Flickr, and Google Buzz accounts, among other online media forums.
Working with LaunchSquad, the company is promoting the launch via a blog post, video, newsletter to clients, media relations, and social media. Marcel LeBrun, CEO of the venture-capital backed technology company, called the new platform a “game changer” in a video announcing the new product.
“The community is a big part of it and always has been,” said Alston.