NEW YORK: Global Strategy Group has launched GSG Viewfinder, a platform that specializes in social listening and analysis.
The offering is looking to merge Global Strategy Group’s history as a research and polling firm with social listening. The platform focuses on finding and separating specific audiences on social media, as specific as voters in the Midwest or environmental activists or people in DC, so clients can make more informed comms decisions.
"The biggest thing is the emphasis on audience and the way in which we build some audiences," said Nick Gourevitch, EVP and MD of research at Global Strategy Group. "The influencers side has been an obvious focus along with the general population side."
Gourevitch added that if "opinion leaders," whom often dominate conversation on social media, were removed, brands would be able to understand what breaks through to the general population.
Along with audience listening, the offering will also provide real-time tracking of trends and events, voter-file matching, and individual targeting.
The offering will pull expertise from both the firm’s communications and research staff, Gourevitch said, merging the social listening tools and staff on the comms side with the analysis expertise on the research and polling side.
The Viewfinder tool has already been used for some of Global Strategy Group’s corporate, political, and advocacy clients, including SEIU and Everytown for Gun Safety.
"Our roots are as a research and public opinion firm and we think there's an opportunity to look at some of the social media data with the same kind of rigor and analysis that we bring to public opinion data," Gourevitch said.