The platform is based on Face’s existing Pulsar social media monitoring service, which offers real-time tracking, direct data manipulation and human sentiment analysis.

Face said that the new tool will allow O2 to monitor key topics around the clock and produce bespoke reports on a weekly, monthly and quarterly basis.

O2 UK’s marketing director Sally Cowdry said: “The platform Face has developed with us provides a firm basis for ongoing insights and analysis into the social web. Because we felt this was an area of real priority, we have worked together to create a bespoke product, tailored to our needs, rather than an off the shelf service.”

She added: “We believe it is important to listen closely to customers’ wishes, hopes and fears to able to truly think of them when communicating, servicing and planning products.”

Face’s managing director Job Muscroft (pictured), said O2 was “realising the huge value of social media in helping them to stay closer to their consumers and make research more collaborative”.