MAP software helps brands track conversations

MAP (Media Analysis Platform) is monitoring and analytics software that provides access to billions of social media conversations, both historical and real time.

MAP (Media Analysis Platform) is monitoring and analytics software that provides access to billions of social media conversations, both historical and real time. Features include automated sentiment and key influencer identification, as well as geo-demographic intelligence.

Subscriptions start at $2,750 per month.

Sysomos, a Marketwire company.

Nick Perold, director of strategy at Carrot Creative, has been using MAP for four months.

How do you use it?
For existing clients, we use it to attribute changes in conversational activity to one cause or another. We also use it to track conversations around particular campaign elements and to understand companies we pitch for new business.

We start by entering a query consisting of keywords and Boolean functions. MAP returns results very quickly and we see if we need to refine the query. We save refined queries for clients that get weekly or monthly reports, so we just have to hit a button every time we need to run the search.

I've never experienced any significant technical problems, but if I can't find a solution our account manager is extremely helpful and often has the tech team weigh in within 24 hours.

How does it serve your business needs?
It's very good at tracking conversation volume and demonstrating which topics appear together. That's valuable because it describes the associated topics and, by extension, identifies tangential interests we need to aware of for a brand, issue, or campaign.

We recently conducted a social media audit for a Canadian clothing retailer that wanted to use social media to support a flagship store opening.

We found 26% of the time consumers were talking about this brand's nail polish and lipstick, and the conversation was overwhelmingly positive. When the target demographic posts about fashion on social media channels, they talk about the nail polish and lipstick with similar frequency and sentiment. So a key recommendation was to tie nail polish and lipstick to the promotion.

The client liked it. They were surprised and happy we discovered a new opportunity.

How does it integrate with your existing infrastructure from an IT standpoint?
It's web-based.

What are the main benefits?
It has a rolling two-year catalog of data for every platform it monitors.

I can view all the associated topics in the buzz chart in the context of where they're appearing.

It's intuitive, and it's quite fast and efficient.

Client service is exceptional. Account managers are extremely knowledgeable and very responsive.

What are the main drawbacks?
It doesn't offer an application programming interface (API), which is like a window through which information can flow to a custom-built software program.

MAP's sister product Heartbeat does offer an API. Reporting data from MAP has to be done through its report export functions and screenshots, so if you want to translate it into a more personalized dashboard you have to do it manually.

What would you like to see added/improved?
If I'm looking at the buzz chart and there are 25 associated topics, it won't tell me the percentage of the total conversation mix for which those associated topics account. I'd like to see that option.

Radian6 – a social media monitoring platform that helps companies listen, measure, engage, and learn about audiences.

Crimson Hexagon – social media monitoring and analysis software.

Social Strategy 1 – social/online media monitoring and intelligence.

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