BELLEVUE, WA: Waggener Edstrom yesterday released a beta version of a conversation-monitoring device specialized for Twitter, possibly the first of its kind.
“Twendz” evaluates up to 70 Twitter microblog posts, or Tweets, at once, and compares them to a database of words associated with positive or negative sentiments. The tool then rates the overall tone of messages as they apply to companies, individuals, or products, according to a company statement.
The tool was not created for specific industry sectors, according to Jennifer Houston, SVP and global lead for Studio D, a WE digital practice. There is no release date set for a final version.
“Anyone, regardless of technical ability, can now understand the emotional impact a topic, company, or product is having within the community which uses Twitter,” Houston said via e-mail.
WE broke news of the product via its Twitter and Facebook accounts. Although there are a number of third-party Twitter management systems such as Tweetdeck, this tool offers analysis of conversation, rather than just managing Twitter feeds into easy-to-read formats.
Neither Vocus, Cision,or VMS offer a standalone Twitter monitoring product. However Vocus' director of product management, Kye Strance, said its existing services can monitor Twitter via an RSS feed. And Brett Safron, SVP of product management at Cision, said the company's “Social Media Dashboard” monitors topics on the microblogging service, along with other new media.
“Almost all social networking sites have RSS feeds, and you can plug them into our software… and we can analyze that content with our analytics,” he said.
Updated March 12, 2009, 5:37pm