CNW expands its online monitoring application with social media in mind

Canada NewsWire (, which is mostly known among media professionals for its distribution of press releases, has expanded its online monitoring application, MediaVantage (, with social media content and automated tonality scoring capability.

Having already been a powerful search engine for Internet news coverage (built on technology gained from the April 2010 acquisition of Ottawa-based dna13), CNW said the updates to MediaVantage will give clients a more complete picture of what’s being said about them, and make “keeping your finger on the pulse of online chatter” easier.

“As more consumers move online, it becomes imperative for professional communicators to know what’s being said about their brands online, in both social media and online news outlets,” CNW president and chief executive Carolyn McGill-Davidson said. “MediaVantage’s latest release gives users access to more content within a highly efficient user interface.”

MediaVantage draws content from the most influential posters (such as the top 400,000 blogs) and public content from the most popular social sites (such as Facebook, YouTube, and Flickr). Users can also customize the list of content to search to filter out noise and irrelevant content (on the Internet? I had no idea).

In addition to social media enhancement, MediaVantage now has the ability to enable users to understand overall coverage and tone over time with what it calls “automated tonality scoring”. This enables users to track opinions expressed in English-language online and social media without manually reviewing and scoring each clip.

This could be an interesting tool for PR professionals, given the reality that effectively aligning and measuring communications efforts has gone beyond traditional media.

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