Last updated on April 24, 2014 at 17:35 EDT

Fathom Analytics for Facebook Draws Upon Human Emotions for Enhanced Social Media Insights

December 5, 2011

CHICAGO, Dec. 5, 2011 /PRNewswire/ — MotiveQuest today unveiled Fathom Analytics for Facebook, a web-based application designed to make social media research technologies used by the Fortune 500, available for small and mid-sized businesses. Fathom Analytics for Facebook offers better metrics, deeper analytics and smarter social software than what is currently available on the market to help companies deepen their engagement with customers via Facebook brand pages.

Fathom Research, a new subsidiary from MotiveQuest, introduces the most advanced and comprehensive self-service technology application to assist marketers at every budget level. With this new application, businesses can obtain actionable insights from customer emotions derived from Facebook conversations. By focusing on the emotional context of consumers, as opposed to obscure numerical dashboards, Fathom will provide impactful insights that solve the most challenging social media marketing questions.

“Many people judge the success of their Facebook page using likes,” said David Rabjohns, CEO of MotiveQuest and Fathom Research. “But what if people are liking your page to tell you that they hate you, as is the case with most cellular service providers. Our goal was to introduce a simple tool that could analyze Facebook data in a more sophisticated way in order to help people build deeper, more connected relationships.”

For a small subscription fee (starting at $49 per month) marketers can create a customized competitive comparison set in order to analyze their fan page and compare their performance against others in their industry.

Fathom’s Analytics for Facebook features:

  • Sentiment Measurement: The first to add sentiment to the equation of likes, posts and momentum giving a precise representation of success.
  • Natural language understanding: The first to provide real time Natural Language processing analytics of Facebook discussions that highlight the causes for success and failure.
  • Advanced Social Software: The first to incorporate real time social dialog between the software developer and the user to provide immediate improvements and client-side feedback. In addition, users can suggest and vote for new features over time.

“This tool is really intuitive and easy to use,” said Sandra Kumorowski, Professor of Marketing Communications at Columbia College in Chicago, “I can see so much interesting information that is really useful in helping to increase the engagement with constituencies through Facebook.”

Fathom Research has also published an industry report ranking, comparing and analyzing the top 200 brands – as identified by Advertising Age – and offering the top 20 activities that help brands expand engagement with their Facebook fans. The full report can be viewed at www.fathomresearch.com.

About Fathom Research

Fathom Research makes advanced social media insights available affordably to small and mid-sized companies. Leveraging the proprietary technology of parent company MotiveQuest, Fathom Research is introducing a suite of technology applications to help marketers access social media research to develop deeper relationships with their audiences. Where many existing tool provide big data that is shallow and broad, Fathom seeks to provide specific and deep social media data to solve particular marketing problems. Visit Fathom online at www.fathomresearch.com.

About MotiveQuest

MotiveQuest helps bold organizations understand what motivates their customers so they can confidently grow their business. It brings motivations to life through a suite of software tools augmented by professional analysis – The MotiveQuest Framework. The MotiveQuest Framework affords each of customers the benefit of a brainy and strategic marketing team combined with the power and cost-effectiveness of a software platform. The effect of understanding and using motivations can be measured using MotiveQuest’s approach to Advocacy – a set of metrics that uniquely correlates with sales and share. Fortune 500 organizations like Nike, Microsoft, Kraft and Audi have benefitted from this new approach to social measurement research. Visit MotiveQuest online at www.MotiveQuest.com.

Media Contact:
Angela Leon
PR for MotiveQuest
P: 248-304-1445

SOURCE MotiveQuest

Source: PR Newswire