Holmes Report 10 Mar 2013 // 12:00AM GMT
LONDON—Hotwire has launched a new suite of data-driven services powered by Listening Post, an in-house analytics platform developed by the firm’s 33 Digital unit.
The launch follows the recent introduction of the Hotwire Measurement Framework to improve transparency and measurement, and the Digital Trends Report 2013, outlining trends in digital communications for 2013.
The new services include:
• Social media audit and audience analytics, offering insight and the ability to analyze messaging, audience, tone of voice, pet subjects and issues;
• Reputation management, enabled by Listening Post to produce monthly, daily, or even hourly reports on social media buzz, topics related to the client and stories the client can issues jump;
• Crisis communications, powered up with closer scrutiny of social conversation between stakeholders who shape a story during the crisis, including journalists, analysts, academics and other high-end influencers;
• Influencer relations, designed to help clients better understand people and groups and their up-to-date attitudes towards issues and brands.
According to Peter Sigrist, managing director of 33 Digital, “Managing PR or communications now starts and ends with data. We built Listening Post after being required to track conversations in real time, target influencers who wield the power to start or stop a story spreading online, and measuring in more detail how organisations and brands influence conversations."