Spredfast, the Austin, Tx social marketing platform, today announced the addition of new features to Intelligence, its social search and action solution. Intelligence allows users to drill down into social conversations, define participating audiences, and intervene with relevant content at appropriate touch-points. It also uses predictive analytics to forecast positive or negative trends in conversations, delivering prompts for engagement. We described the solution’s main features in a product review last year.
At launch, Intelligence tracked on Twitter activity. It now adds Facebook and Tumblr to the mix, with more likely to follow. Facebook and Twitter, however, are clearly the most important channels when it comes to following conversations, rather than image or video content.
Intelligence is not a social listening tool, indiscriminately surfacing brand references, but an active search tool. Users receive alerts about trending topics, and can now scan conversations, influencers, images and videos in real time (or historically), using a “social recall” interface which can be set to track specific topics and engagement by specific audiences.
Audience segments can be saved–as well as searches up to 13 months back–and immediately accessed, and Intelligence now provides a “demographic view” offering descriptive data on the segments. Facebook and Tumblr data can now also be accessed from the same dashboard, and “geo views” now enables users to see at a glance where on the map the hotspots of social conversation are taking place.
Intelligence is competing in a burgeoning market for automated social marketing solutions, and its extension over additional social channels will clearly increase its appeal to marketers seeking a holistic view of the social conversation.
