While early "social listening" software focused largely on simply monitoring customer communications, a new breed of applications promise to help companies more actively manage their social media activities.
Social CRM provider QuestBack this week launched Listen & Act, a social engagement tool that the company says enables businesses to quickly sort messages, view levels of influence and utilize engagement tools such as surveys and communities to offer customers experiences based on their inquiries and preferences.
Integrated with QuestBack's feedback and social engagement platform, Listen and Act offers keyword monitoring, groups interactions by common themes, and incorporates sentiment analysis and Klout Score so companies can easily identify key influencers.
The tool also combines unstructured social media data with structured data from CRM systems in a central "people data hub" to give companies a more complete view of customer activity. Questback says its tool integrates with software from Salesforce.com, SAP and Microsoft Dynamics, among others.
Headquartered in Norway, privately-held QuestBack has more than 4,000 customers including Volvo, Ernst & Young, Coca-Cola, Microsoft and Bosch.