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IDG’s Social Scout Helps B2B Marketers Track Buzz
Tuesday, November 10, 2009
Steve Smith

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IDG Marketing Services has launched a new tool that helps b2b marketers track and gain insight from how their brands are being discussed online. The IDG Social Scout uses proprietary analytics to discern sentiment and engagement around both specific brand mentions and topics that are relevant to a brand. IDG has licensed technology from Networked Insights to create this new offer, which complements the marketing services IDG already provides partners. The company says that the Social Scout will help brand marketers respond to trends and develop strategies that learn from “brand listening” or monitoring the buzz relevant to their brands that occurs on the social networks.

IDG says that marketers have shown increased interest in using the social Web to inform their strategies. A survey from IDC’s CMO Advisory Research unit found that IT buyers were more interested in community and blogs than Webcasts or downloadable white papers. IDG Connect research found that 43% of IT purchasers planned to increase their use of social networks in the next two years. Social media is important to technology workers. The IDC poll discovered that tech workers visited three times as many community and blog sites as co-workers on the business side.

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