ComScore debuts social media monitoring tool

The new Social Analytix service uses Radian6 technology to track mentions of brands, companies and products across 150 million web pages including Facebook, Twitter, MySpace, LinkedIn Answers and blogs and forums.

ComScore vice president Steve Dennen (pictured) said: “The emergence of social media in the past few years has helped usher in the era of the digital consumer, where one’s brand equity increasingly relies on what people are saying about in the digital environment.

“Social Analytix leverages Radian6’s leading social media technology to help us provide our clients with enhanced insights into an increasingly critical variable in the marketing mix: consumer word of mouth.”

Also today, ComScore announced a partnership with Equifax company IXI to integrate the latter’s financial segmentation data into its AdEffx and Audience Advantage product suites.

ComScore says the integration will allow online publishers and ad networks to more accurately target ad inventory at key consumer segments according to a broad range of wealth indicators, as well as being able to measure the reach of campaigns against the same segments.