NEW YORK: Hotwire has developed an in-house analytics platform as it launches data-based services in social media monitoring and influencer relations.
The product, called “Listening Post,” allows the firm to track and measure how brands are influencing conversations on social media, as well as to identify online influencers. Hotwire is using Listening Post to support new programs in social media analytics, reputation management, crisis communications, and influencer relations.
“We looked for software on the market that would be able to reveal certain things about relationships between people on social media, and we couldn't find it,” said Hotwire US MD Leslie Campisi. “Listening Post reveals relationships on social media that are a little more below the surface, and it visualizes those relationships. So in a quick and easy way, we can start to figure out who's connected to whom and who those mutual connections are.”
Hotwire unveiled Listening Post to a broader audience this week after a beta period. The agency is not selling Listening Post as a standalone product, but integrating it with client programs.
Last month, Redwood Software hired Hotwire to raise awareness of its cloud offering and business process software in the US and UK. Software provider Pegasystems also selected Hotwire as PR AOR for North America.