Technology: The Week in Technology

Wag Ed launches Twitter trend tool.

- Waggener Edstrom has launched a Twitter application that highlights the conversation themes and sentiment of tweets. Twendz, which is still at a beta stage, alerts people to conversation topics and trends and shows whether comments are positive, neutral or negative via a traffic-light coding system. The conversation-monitoring application is thought to be one of the first of its kind.

- TAO Consultants, the US-based computer consulting firm, has partnered with corporate reputations and crisis management consultancy Insignia to launch an online reputation management service. Insignia and TAO are targeting the service primarily at organisations that find their reputation under fire from online criticism.

- PC Tools, a security software company, has brought in Hotwire as its PR agency in the UK, Belgium and the Netherlands. The agency, which is headed by MD Kristin Syltevik, will also be advising the company on its global social media strategy. Hotwire will target traditional tech, consumer and social media. Hotwire will launch an online doctor's surgery for PC Tools to help raise awareness of 'digitally transmitted diseases'.

- Say Communications, which is headed by Louise Stewart-Muir, has brought in a former Johnson King account director. Joe Banks joins as an account director to work across the agency's tech and energy practices. Banks has worked with major tech companies including Alcatel, Nokia and Sophos.

- Alterian, the marketing software firm, has brought in Ruder Finn to work on a digital comms media programme. The agency will use blogs and social media to increase Alterian's digital footprint.

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