Prosodic Predicts How Your Social Campaign Will Perform, Says CEOBy: Abby Johnson - June 3, 2011
We all know that there is a lot of noise in social media. This noise is not only a result of more social media adoption by brands, but it is also a result of bad content. Unfortunately, noise impacts both consumers and brands.
Do you believe that brands are pushing too much noisy content? Let us know.
Although there are many tools and tactics for cutting through the noise, Prosodic, a new startup based in Seattle, recently launched with the goal of helping enterprises with this predicament. The tool is a predictive intelligence platform for brands that need to manage and analyze social media content.
Leigh Fatzinger, the company’s CEO, told WebProNews that he realized the need for a platform like Prosodic through his work at social media agency Nology Media. As he explained, Nology Media published thousands of Facebook posts for its clients, which made it difficult to manage. He also found that other community managers had this same problem, which is how Prosodic began.
“Prosodic really is the result of analyzing this space of content and interactions and finding out how you can create… a workflow of an algorithm that helps enterprises make better publishing decisions based on all the content that they’ve published previously,” said Fatzinger.
“It’s really based on the premise that there are no averages in social media. When a brand should publish and how much they should publish, and what they should publish is dictated by their audience alone… that’s the problem that Prosodic solves.”
One of the biggest advantages of Prosodic is that it has the ability to predict how the content will perform before it is published. It does this by looking at the brand’s past publishing habits and how the audience interacts with the content based on areas such as comments, @replies on Twitter, and “Likes” on Facebook. The tool also analyzes the audience’s reaction to the time of day the content was pushed out and the type of content whether it be text, video, images, etc. From this information, the algorithm reports a potential outcome.
Prosodic, additionally, has a permission feature that allows brands to approve content before it is published. Many brands are fearful of social media disasters especially after Marc Jacobs and Chrysler’s Twitter incidents.
“We don’t want to stifle creativity or slow anything down,” said Fatzinger. “We just want to give enterprises the ability to create a set of rules and standards and then let them develop the processes themselves.”
He also pointed out that Prosodic was “complimentary” to social monitoring tools such as Radian6 and not a competitor.