Back in April PRWeek reported on the Vocus-Cision merger and the effect it would have on PR professionals. Beyond traditional PR monitoring, the merger intended to ramp up marketing automation where business lead and generation functions, along with enhanced analytical tools, could provide better ROI for marketing campaigns. Ways to improve how professionals build media lists through better search features, market segmentation of databases, and press release distribution were three enhancements that author of the piece, Brian Lustig, said were needed.
Fast forward to today and Vocus-Cision just announced the their first joint acquisition of social media analytics platform Visible Technologies. This proves it’s putting its money where its mouth is as Visible provides users with services like social media monitoring, enriched data analytics and insights, and customer engagement. PRWeek reports, “Visible software encompasses multiple configurable dashboards. The platform’s on-demand search and analytics function aids marketing and PR pros to monitor brand information, competitors, industry issues, market events, consumer sentiment, and trending topics in real-time across social networks.”
It will be interesting to see how all this plays out on the front lines of the PR and social media worlds. With clients demanding visible (no pun intended) results on promotional campaigns, this was a great step forward by Vocus-Cision in aiding PR and social media professionals.