YouGov is to launch a social media marketing service that can better assess the reach and influence of Twitter and Facebook.
The online pollster will this month launch its Social Media Analysis (SOMA) tool that measures how widely a tweet is heard and assesses its impact on Twitter and Facebook users. SOMA will collate five million tweets per day through a panel of 10,000 Twitter users who have allowed YouGov has access to observe tweets that they receive. By polling tweet recipients, YouGov can then measure their influence.
“This is the first time that anyone can add objectivity to the social media noise,” Stephan Shakespeare, YouGov chief executive, told the Financial Times. “This measures what was heard and determines the impact of those tweets. YouGov will broaden the scope of the social media assessment product to Facebook later this year.
YouGov recently produced research suggesting users are becoming bored with social media.