The concept of social media monitoring seems like a no-brainer. Marketers use keyword driven technology tools to tap into the vast oceans of social media data to reveal mentions of their brand, products and company and then determine how best to respond. It’s a model that replicates the traditional “media monitoring” approaches that have been in existence for decades.
But in the shift to digital, it’s not just advertising that is being overtaken by digital derivatives – news, commentary and analysis is challenging our ability to understand, collate, curate and respond to shifts in community, political and consumer sentiment. New forms of media engagement like social media has further complicated the situation, to the point where some form of digital or social media command center is not just useful but necessary.
Where once the news cycle evolved at a slower pace, this digital transformation has accelerated our need to understand and respond to these challenges. Our monitoring solutions must now be real time, contextual and their insights actionable. And we need to view them not as pretty visualizations to fill out our reports mid- and post-campaign, but as vital business intelligence systems that can inform our decision making. We need to think of these social intelligence systems as an MRI for brands allowing us to understand what resonates with customers, where the blockages are and what has velocity and vitality.
In short, the age of command centers is ending and the need for social intelligence is just beginning. It’s less about a room with big screens and funky graphs – and more about getting that vital information to the right people in your organisation at the right time.
This is where the new Vizia platform from Brandwatch comes into play. Announced today, Vizia combines a spectacular (yes, indeed) user interface with a business model that provides unrestricted access to users across your enterprise. This means that the same data source can be accessed and analysed by Marketing as well as HR, by Customer Service and the Executive Board. It puts data into the hands of the business decision makers at all levels of your organisation – in realtime.
You can find out more about the features of Vizia here.
As a next generation command center – or social intelligence platform – Vizia is shaking up the market which has been relatively uneventful for the last couple of years. With market consolidations and jockeying for position there has been little innovation – even amongst the smaller players and new entrants, but Brandwatch’s Vizia with its multi-screen display and generous licensing model is set to reinvigorate the market.
It’s particularly worth investigating where you need:
- Broad access to social intelligence data and reporting
- To showcase social initiatives across your business
- A way to manage online crisis communications
- To capitalise on real time marketing opportunities
Take a few minutes to watch the explanation video on the Brandwatch blog – it’s worth it to see the software in action.