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Tribalytic trawls Twitter in search of business value

Businesses will be able to better understand the value of Twitter, with the launch of the research tool Tribalytic this month. Twitter

Tribalytic, a social media research tool developed by Australian software company BinaryPlex, constantly listens to over 150,000 Australian Twitter users, allowing businesses to research broadly across any related issues.

It acts on time of day analysis, location demographics, influence measurement and is able to quickly segment and identify the conversations around any terms used by the panel of Australian Twitter users over the past three months. This ability means that Tribalytic offers significant benefits over typical monitoring tools, which only listen to the conversations of the specific keywords you enter.

The software takes advantage of the fact that businesses are maturing in the way they use data from social media, according to co­founder of BinaryPlex Tim Bull.

“(Businesses) want more sophisticated measures than simply counting every mention of their brands.  Information needs a historical context and the ability to see other conversations that are occurring.  Tribalytic lets you do this instantly,” Mr Bull said.

Twitter’s open culture means that a lot of insight can be gained by focusing on Twitter conversations over other social media such as Facebook, adds Mr Bull.

“Facebook is more restrictive when allowing third­party tools access to its data and if you already have a fan page, it has tools built into its platform which allow you to analyse your demographics.”

“Twitter lacks tools that deliver this kind of market research sophistication.  We saw the opportunity do a lot more for businesses in analysing Twitter than just counting the number of tweets,” Mr Bull said.

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Julia Clarke

Julia Clarke

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