February 26, 2013
Hotwire PR Launches In-House Analytics Tool for Clients
Hotwire (www.hotwirepr.us), a global PR and communications agency, has announced the launch of new data-driven services powered by Listening Post, an in-house analytics platform.
The launch of these new services is another step in Hotwire's mission to improve the impact and efficiency of clients' communications. This product launch follows the recent introduction of the Hotwire Measurement Framework to improve transparency and measurement, and the Digital Trends Report 2013, setting the trends in communications for 2013.
The new services, which have data analysis at the heart of them, are:
- Social media audit and audience analytics, offering a far deeper insight than previously available with the ability to analyze messaging, audience, tone of voice, pet subjects and issues.
- Reputation management, enabled by Listening Post to produce monthly, daily, or even hourly reports on social media buzz, topics related to the client and stories the client can issues jump.
- Crisis communications, powered up with closer scrutiny of social conversation between stakeholders who shape a story during the crisis, including journalists, analysts, academics and other high-end influencers.
- Influencer relations, by better understanding people and groups and their up-to-date attitudes towards issues and brands, product launches can be given a new lease of life, and spread by the passions of the grassroots fans.
Leslie Campisi, MD, Hotwire, US, commented, "Managing communications now starts and ends with data. Listening Post is an analytics platform developed by PR people, for PR people. The platform allows our team to track conversations in real time, target influencers who wield the power to start or stop a story spreading online, and measure in more detail how organizations and brands influence conversations. After a successful beta period leveraging its insights for current Hotwire clients, we're delighted to roll it out to a broader audience."
Brendon Craigie, Hotwire Group CEO, said, "We're very happy to be launching new PR services backed by an innovative data-driven analytics tool. We have now rolled this out to over 180 consultants worldwide, and it has already been well received and quickly implemented into campaigns. These new services, powered by Listening Post, signify our continued commitment to innovation."