NetBase adds new capabilities to social media analysis platform

MIAMI — NetBase’s Enterprise Social Intelligence (ESI) platform is gaining new social media monitoring capabilities, the company announced this week.

ESI, which uses what the company describes as a “high-precision natural language” engine to monitor posts in social media sites for any mentions relevant to its customers, now comes with a library of pre-built analysis widgets.

Customers can combine widgets in an ad-hoc manner to create different dashboard views for scenarios like tracking reactions to marketing campaigns and product launches, identifying issues that need to be dealt with and monitoring and analyzing their brand and their competitors.

Until now, the ESI provided static views, through six tabs, but this new library of widgets provides more flexibility to customers in creating dashboards and makes the data easier to understand, according to Lisa Joy Rosner, NetBase’s chief marketing officer. “Now we’ll offer one streamlined interface that’s highly customizable,” she said.

The dashboards, which update themselves in real time, now also take into account other elements, such as the level of influence of the social media sources, as well as their geographic location, she said.

NetBase’s system monitors in real-time billions of social media “conversations” happening in millions of sites, including Twitter, public Facebook pages, discussion forums, blogs, product review sites and the like, according to the company.

With the massive popularity of social media services and sites, companies are finding that they need to monitor how their brand, products, services and competitors are being mentioned.

Analyzing that data allows companies, for example, to find out about complaints that its customer service team can address or determine how well a new product is being received in the market.

NetBase claims that its language analysis technology can go beyond simply tracking relevant keyword mentions in social media sites, and instead automatically detect whether a post is positive or negative, and with how much intensity of feeling the opinion has been expressed.

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