Qoruz now lets brand manage crises effectively with new social media monitor

In an increasingly social world where timely identification and mitigation of crisis is becoming more and more difficult for brands, social intelligence firm, Qoruz has launched a new social media tracker that enables brands to identify and leverage social influencers during a crisis situation.

The keyword-based tracker can be deployed for real-time listening across major social media platforms on potential topics of concern for the brand. The tracker makes it easier and faster for brands to not just monitor negative sentiments but also segregate the ‘adversaries’ and ‘advocates’ in real-time, understand their social clout, and execute a more effective crisis management plan.

The tracker specifically focuses on earned media and provides data that includes live content streams, media exposure trend, social footprint of each user participating in the conversation, as well as demographic, geographic, and sentiment analysis of conversations related to the chosen keywords.

The tool works by segregating social influencers from all the user talking about a brand, and further classifying them into adversaries, agnostics and advocates, based on a sentiment analysis of their social content about the brand and specific keywords. This classification becomes the cornerstone of a highly effective and quick response management plan for social media crises. It ensures that brands are able to prioritize audience segments based on social influence, and disseminate appropriate communication to these segments.

“Influencers are the people who hold tremendous power to sway public emotions, opinions, and decisions. Any media crisis management plan that does not involve a strategic focus on these influencers is bound to fail. This is where Qoruz crisis monitor comes into play. Social influencers are not just a marketing aid anymore. The most vocal brand advocates are willing to stand for the brand and for what is right, and we have built a platform where brands can identify and leverage these advocates in times of crises,” says Varun Tyagi, Product Manager for Qoruz.

Qoruz team adds that they not only provide a social influence footprint for each of the brand customers but its vast social influencer database of more than 6 million helps find influencers with a positive affinity towards a brand, specific causes or topics of conversation.