Today Microsoft announced a new proof-of-concept prototype monitoring tool which aims to help businesses organize and analyze their social presence on the web. Looking Glass is a Social Media Aggregator and Monitoring Tool for Businesses. Code-named “Looking Glass”, this platform enables companies to manage their social accounts effectively as they create advertising on major social networking websites. By merging social media and advertising into one simple and easy-to-use platform, marketers are now able to listen to the conversation on the social web. They are able to track customer sentiment across an array of social media sites by grabbing a wide variety of feeds related to a specific topic from platforms such as YouTube, Twitter and Flickr. One good example would Microsoft’s new Zune HD. In the past, the Zune HD marketing team would have to analyze statistics from Twitter search and this could be quite tedious unless San Francisco-based micro-blogging service sells data to Microsoft.
Using technology from Microsoft Research, Looking Glass automatically rates each posting as positive or negative, so the Zune HD team could rank comments according to sentiment and see how customers are responding to the product and the campaign to sell it. All these information are converted into pie-charts or line graphs which show them how well their campaigns are progressing. Currently "Looking Glass" is still in testing mode and will be opened to a small group of testers next month.
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