When User-Generated Content Goes Bad," we highlighted the challenges that companies face today when delving into marketing campaigns that revolve around user-generated content. To combat potential problems, some businesses employ professional tools to monitor the conversations, but others are just now discovering the necessity of doing so. One company that can help with this is Visible Technologies, who has just launched a new version of their TruCast product, TruCast 2.0.In our recent article "
TruCast allows companies to monitor internet buzz by analyzing blogs, social networks, consumer opinion and review sites, bulletin boards, discussion forums, newsgroups, and online news sites to determine what's being said and how engaged customers are with the company's brand. Several well-known companies currently using the TruCast system to monitor and respond to their customers include Dell, Microsoft, Panasonic, and Hormel.
Dell, who is known to be one of the more forward-thinking companies when it comes to listening and responding to their customers, uses TruCast to actively monitor posts, comments, and conversations on 40 different online topics related to the Dell brand, the details of which are revealed in this new case study which has been posted to the TruCast web site. According to the study, TruCast enabled Dell to reduce the negative sentiment about their brand by more than 50%.
Now, with the launch of TruCast 2.0, the technology has been improved to monitor and discover even more online conversations than before. According to the company, TruCast now currently harvests and analyzes nearly 70% more data than any other competing applications. The technology they use delves into the social conversations that are taking place - reading through comments, follow-up comments, and more to determine the relevance and attitude of each item it finds.
More importantly, TruCast works with a business to give the right people inside the company the access to the relevant data in order to respond in a timely and appropriate fashion. And although the conversations are coming in from all over the internet, TruCast streamlines them into one central application where they can be tracked, read, and answered, which makes the workflow of brand analysis and response as simple to handle as checking your inbox for new mail.
TruCast Response Manager
If you want to learn more about how TruCast is helping companies stay on top of the ever-changing social media landscape, you can view this presentation (below) from the American Marketing Association's (AMA) Online Seminar: