by Warner Boutin, Senior Account Executive and Luis Guillen, Media Relations Specialist/ Business Wire LA
Business Wire members and guests packed Silicon Beach hot spot ROC Santa Monica on Wednesday, April 3 for cocktails, appetizers and a chance to talk social media metrics with Business Wire and our social media analytics partner, NUVI.
Spun out of creative agency Struck in 2011, NUVI is a real-time social media analytics platform focused on listening, engagement and reporting.
NUVI founder Dave Oldham and EVP Stuart Dean discussed ways in which companies can leverage their monitoring dashboard to ultimately lead conversations happening around an organization’s shareholders, potential customers or other target audiences.
“Even if your company doesn’t publish social content, listening to (and monitoring) your industry trends impacts every aspect of your business,” said Oldham.
Oldham described one beverage company that purchased NUVI’s portal to understand purchase intent. In this particular instance, the client tracked weather patterns, which ultimately impacted their sales volume in one specific region.
In another setting, an energy drink company engaged NUVI to monitor the entire sports landscape surrounding their product (message boards, blog posts, competitors’ social content).
On social media’s immediate impact on the news landscape, the NUVI team compared a 2005 photo of Pope Benedict XVI’s inauguration to the 2013 picture of Pope Francis papal ceremony. The 2005 picture featured a small handful of people waving their flip phone; the 2013 photo illustrating an entire audience wielding their mobile devices to instantly capture and share the event.
On measuring sentiment, Oldham highlighted NUVI’s ability to pin-point positive and negative editorial bumps realted to product launches, press releases or campaigns to help PR pros quickly respond to and interact with their audiences.
By the evening’s conclusion, everybody agreed that listening is the cornerstone of any effective media monitoring program.
“In order to be great, you must engage a conversation and be a good listener . . . like a relationship,” said Oldham.
The NUVI real-time visual intelligence platform can be ordered on a monthly basis; NUVI social media monitoring reports can be added onto your Business Wire press release distribution.
To request a NUVI demo, click here
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