SocialRank's new social media tool helps ID audience segments

Dive Brief:

Looking to compete with Salesforce Marketing Cloud on the social CRM front, SocialRank released Market Intel – a tool that helps marketers ID social audience segments.
SocialRank also launched a new product called SocialRank for Teams that allows marketers to create a dedicated URL to access Market Intel, as well as set permissions and collaborate with social strategies across Instagram and Twitter.
The new social data tools were created with Publicis Groupe agency MRY.

Dive Insight:

"There are many reasons why Salesforce is a $50 billion company, but one of the main ones is because they put all of the data into one place and make it actionable – but they don’t have the most granular solution when it comes to social and audience," SocialRank Co-Founder Alex Taub told Ad Exchanger. "That’s exactly what we do want to do, and we’re starting with Twitter and Instagram."

Publicis Groupe’s MRY is using Market Intel to help one client learn more about connections between its business and other relevant related brands to uncover cross-brand partnership opportunities, according to MRY Chief Growth Officer Evan Kraut.

SocialRank for Teams and Market Intel, as well as Taub’s statement referring to Salesforce Marketing Cloud, make it clear that SocialRank is looking to move beyond just a social analytics tool to become more of a full service social CRM platform.

Kim Celestre, senior director product marketing at Jive Software, recently told Marketing Dive one reason social media is becoming such a hot marketing channel is because it offers brands an opportunity to authentically tell their stories.

Looking ahead at 2016, Celestre said to watch for advertisers looking to social analytics to help with both understanding user segments, but also investing in "identifying trending content in real-time on social channels and participating in relevant conversations that help amplify the brand's messages."

SocialRank was founded in 2014 to add audience management to the existing social analytics software available at the time.