Social media marketing provider Viralheat has launched a new platform, which makes its big data analysis technology available to developers so that they can make their apps more social.
The platform includes a new suite of APIs that allow developers to integrate social data and capabilities, including management, engagement, sentiment analysis, publishing and monitoring into their applications, and has already been leveraged by word-of-mouth marketing platform SocialChorus and real-time digital analytics provider Anametrix.
SocialChorus, for example, integrated with Viralheat’s sentiment analysis API, which has enabled the company’s dashboard to deliver real-time feedback on the mood of advocate content and comments.
“In order to ensure efficiency at the scale our customers’ demand, it was critical that we automate sentiment analysis across social networks,” said Greg Shove, CEO and Founder of SocialChorus. “Our customers want to scale their brand advocacy efforts, so we intend to provide greater efficiency for all aspects of the social advocate program management process. One such area is sentiment analysis, which needs technology when you have thousands of advocates … Viralheat helps us do this at scale.”
Conversely, Anametrix leveraged the new APIs to help its clients market more effectively and increase revenue.
“As marketers rely more and more on social media to complement and amplify their paid media activities, it is critical to understand the results of their social media efforts so they can gain a complete picture of all marketing efforts and results,” said Pelin Thorogood, CEO of Anametrix. “The new Viralheat APIs provide the Anametrix marketing-analytics platform with near instant social-media-data access, enabling our clients to correlate in real time social data with campaign performance data from Google Adwords, DoubleClick and many other sources. Together, Viralheat and Anametrix give marketers the insights they need to drive a greater return on marketing investment because they decipher how earned media metrics – such as social mentions and sentiment – relate to paid media metrics – such as CPA (cost per acquisition).”
By leveraging the APIs, developers have more free time to focus on their applications. This is because Viralheat’s cloud infrastructure takes care of details, such as scheduling messages and monitoring thousands of conversations in real-time. However, it is important to note that in order to start using the new APIs, developers need to create a Viralheat developer account.
“We want to empower developers to socially enable the world-class applications they are building,” said Raj Kadam, Co-founder of Viralheat. “By rolling out our suite of APIs, we are breaking down the barriers for developers.”