Briefs

By Christopher Heine, ClickZ, Sep 24, 2009

Microsoft has developed a social media analytics tool that's designed, among other things, to improve a marketing organization's ability to adjust to social media phenomena on the fly.

Called "Looking Glass," the product is still in prototype and will only be available to a few companies in the near term. It sends e-mail alerts when social media activity picks up considerably. The sentiment (i.e., negative or positive) of that chatter and the influence level of the content creator are reported in the alert. Digital flow charts show what days of the week generate the most activity on Twitter, Facebook, Flickr, YouTube, and other social media sites.

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