SAN FRANCISCO—On-demand software company BuzzLogic has launched a new service that enables marketers to identify who is influential within specific conversations taking place in social media such as blogs. The new software was introduced at the DEMOfall 06 conference in San Diego.
“Social media may soon rival mainstream media in impact, yet there’s been no meaningful way to understand or untangle it,” says Rob Crumpler, BuzzLogic CEO. “Influence is the most meaningful way to understand social media. Through the lens of influence, social media is transformed from chaotic tangle to manageable channel.”
BuzzLogic calculates and surfaces the influencers who are shaping and driving specific conversations in social media with algorithms that analyze relationships, such as who connects to whom, about what is happening and who is listening. Marketing and communications practitioners can use these insights to understand influence and who wields it, to manage their brands, reputations, products and customer relationships.
“BuzzLogic promises to do for brand communications and customer satisfaction, public relations and press relations what web metrics have done for online advertising,” says David Churbuck, vice president of global web marketing for Lenovo and a beta tester of the BuzzLogic service. “BuzzLogic is the first blog tool with the capability to truly enable my vision of proactive customer relations, where the operator can use the discoveries from the tool to change internally and externally in nearly real time.”
Most first generation tools, such as blog search engines, can only tell marketers who is popular, not who is influential.