SAN FRANCISCO: Meltwater has overhauled its social and traditional media monitoring platform to now pull all real-time, external data into one place.
The PR software and monitoring company’s previous iteration of the platform featured two separate tools, which respectively focused on social media and editorial media, pulling in content related to a specific search. In comparison, all data on the revamped product – including editorial, blog, and social media conversations – now sits in one place, eliminating the need for multiple tools.
Featuring a new user interface and faster performance, the platform helps users cut through the noise to find the meaning in billions of conversations and identify what’s important. Users can track the market to see their impact by using analytics and real-time dashboards to take the guesswork out of market trends and campaign performance.
Additionally, Meltwater’s tool can be used to connect with key influencers by driving the conversation in any digital channel and delivering the right content to target audiences. The platform also allows users to benchmark their performance against competitors.
With the influencer community expanding and reputations shifting within minutes, PR pros are looking beyond internal reporting systems to external factors that could affect a company, explained Meltwater CMO Valerie Fawzi. Based on this, she said the company decided to build a platform that offers real-time insights from external data that can be used to drive business strategy.
"The new tool is focused on what the concept of influencer relationship management means and provides users with a tool set that can help them throughout a whole process, instead of just serving up a stream of articles," said Fawzi. "It was designed with the corporate comms workflow in mind and it is a huge paradigm shift that is going to make a very big difference to the market."
The new Meltwater solution is available immediately in 13 languages, starting at $5,000.
Meltwater found itself in the middle of a battle last year to take over Cision, but it lost the fight. Private equity company GTCR eventually combined Vocus and Cision, which acquired Visible Technologies and Gorkaa Group last fall.
In an interview with PRWeek earlier this month, Fawzi noted that Meltwater is altering its business model to contend with the changes in the PR software and services landscape.