Carmichael Lynch Spong launches Social Tracker

The tool compiles data from social media monitoring and management tools such as NetBase, Kenshoo and Facebook Insights and merges it with insight and analysis from Carmichael Lynch Spong.

Once the data has been compiled, the firm said, reports can be customised for each user and can include metrics such as brand health and a “brand passion index”, which plots the enthusiasm of conversations about a brand on a graph.

Carmichael Lynch Spong launched the tool after requests for “advice and resources” from existing customers.

Emily Buchanan (pictured), senior principal and social engagement chair at Carmichael Lynch Spong, said: “Social media is an area that they continue to focus energy on but still need more expertise on. But they don’t just want data; they want to know about brand health, conversations happening around the brand, and what they can do about it.”