|Photo: Thom Forbes|
In effect, it unifies the range of tools Sysomos has developed or acquired over the years into one platform. Individual users, however, can focus on the aspects that matter most to them, whether it’s identifying trending topics, measuring impact or using the refined data to tell relevant stories.
|Photo: Sysomos blog|
The platform also incorporates artificial intelligence to “uncover correlations, anomalies and associations by using machine learning to process trillions of data points every second,” as a release puts it, and that’s the aspect I’m going to focus on.
There's recently been a lot of thought-provoking information -- to take the spin off what some might call disturbing info -- about where AI might lead us. Elon Musk is one of those most concerned, even as he develops his own company to implant electrodes that someday will upload and download thoughts in the human brain. Granted, much of the apprehension is on a far more advanced, or totally hypothetical, level than the relatively benign desire of marketers to harness every purchasing proclivity of every consumer.
Then there’s the matter of bots gunning for your job. Rest assured that the AI in Sysomos’ new platform isn’t.
“The human element, I think, is absolutely still critical,” says Erica Jenkins, Sysomos’ chief product officer. Based on all the “permutations and different measurement points” the platform mines, “we can tell the human, ‘Hey, if you are going to go and create new content, the best theme should be …; , these type of key words should be included; here's maybe a hashtag or some type of a trend that might -- right now, real time -- be something that you could harness.”
Leave the collecting and sifting of all that data to the machines, in other words, and spend your time crafting stories that will resonate with your target. Indeed, during a presentation CEO Heffring made last month, he was careful to put AI in its place.
Sysomos Launches Smart Social Marketing Platform Uniting All Social Management Functions - (press release).
Source: MediaPost Communications