Trending Target, a social media analytics tool has been launched by Porter Novelli, which focuses on specific target audiences and tracks their online discussion topics in real time.

The tool offers a visual representation of the conversations taking place across a specific audience on micro-blogging network, Twitter. Instead of filtering keywords, the device listens to and reports on any topics that a targeted audience is talking about on Twitter.

Audiences can be defined by social identities and other areas of apparent interests. Text mining tools are then used to scan public conversations on Twitter to uncover acceleration patterns in conversations, such as competitive brands, popular hash tags and common interests.

The data that is collected can then be used to enhance a social media programme by strategic decision making, online community management and communication planning.

Porter Novelli CEO Gary Stockman said: “With TrendingTarget we can quickly analyze the wide range of interests of an audience and learn what’s meaningful to them right now, so we can create programs that will influence them to take action on behalf of a brand or organization.

“Rapid response – from data analysis to insight to action – is what clients need in a world where news, trends and crises travel faster than ever before.”

TrendingTarget was developed with Tracx, a social media analytics platform, and provides its data aggregation and audience segmentation capabilities.

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