TORONTO: Marketwired has integrated Tumblr's full data stream into its platform in an effort to offer clients real-time access to social information.
The partnership will augment Marketwired's Sysomos social analytics platform, along with its social listening and monitoring services, MAP and Heartbeat, through improved social data intelligence. Marketwired's access to the Tumblr data was enabled through a just-signed partnership with social data provider Gnip.
Users will have access to data that demonstrates a campaign's impact, identifies the most important influencers, and provides insight to adjust an approach on Tumblr, according to Marketwired.
“Through Marketwired's system, a PR pro can make a query about his company brand or a company he is working with and see if anyone on Tumblr is talking about it,” said Kurt Heinemann, CMO of Marketwired. “Once he does that, he can dig deeper and go to a specific conversation, see how much of it was passed along, and understand if it was negative or positive sentiment.”
He added that the service will help PR pros be “much more intelligent about how they are responding to a negative situation or capitalizing on a positive one.”
The tool can also help users see a trend that they need to handle before finding out about it through a third party, Heinemann added.
Tumblr has more than 168 million blogs, and it garners more than 80 million posts per day.
The feature, which comes at no additional cost to users, will be integrated into Marketwired's existing platform.