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Tuning in to the blogosphere
Cymfony and Orchestra address the audience |
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Where does PR end and Marketing begin? It’s an age-old question resonating very loudly once again as the blogosphere blurs the boundaries for all kinds of media messages and presents Communications professionals with a new question: how do we identify the people, issues and trends impacting our business - in real time, at the speed of the market?
Now that organisations of all kinds are recovering from their initial shock at the power and apparent uncontrollability of the Internet, they are looking for guidance as they step warily into the future.
Cymfony is a TNS Media Intelligence solution that helps organisations create and operate a successful social media strategy. Already working with marketing, research and PR professionals worldwide, Cymfony combines powerful automated analysis with expert human interpretation – through an award-winning technological platform, Orchestra (right).
At this stage of our relationship with the Internet, there is a need in monitoring and evaluation to go beyond measuring story counts, impressions or even message pick-up. A need to follow the flow of the message, track the positive and negative reactions to it, understand how it evolves, and measure its ultimate influence on the intended audience.
In this, Cymfony is an evolving solution. And the questions keep on coming… |
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