SocialFlow enhances data to capture audience attention

Predictive analytic marketing platform SocialFlow is bolstering its offerings.

What: Predictive analytic marketing platform SocialFlow is bolstering its offerings.

SocialFlow created a tool called Cadence that looks at social audiences and helps determine when a specific audience is most receptive and what pieces of content will return the best engagement.

Another offering, Crescendo, helps users optimize ad buys on Facebook by identifying effective keywords based on relevancy and activity around topics.

How: Using an algorithm, Cadence accesses Twitter and Facebook data streams and analyzes social media messages to determine how information is spread and shows content rankings in real time. Crescendo looks at a brand's Facebook conversations to produce more cost-effective ad buys that increase conversions and improve targeting.

The platform keeps a client from relying on more commonly used and expensive keywords by informing low-cost ad-buying decisions based on real-time social discussions.

Why: SocialFlow helps clients compete for the attention of their audience on social media, explains Paula Batson, SocialFlow's VP of communications. "The problem is no longer one of distribution, but rather attention," adds Batson. "But it's impossible for human beings to work enough hours to process and analyze the available data."

Who: SocialFlow is used by publishers such as The New York Times, Associated Press, and Forbes to help optimize stories sent via social networks. The platform also works with brands such as Burberry on its Twitter feed and campaigns, and Walmart's corporate communications team uses SocialFlow on a number of its Twitter accounts.

Lipman Agency, which works with clients in the luxury product sector, has used Crescendo to increase its clients' social media reach.

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