Microsoft PR Firm 'Twendz' to Track Twitter Tweets

Dennis Faas's picture

On Wednesday, Microsoft PR firm Waggener Edstrom proved that their biggest client isn't the only source of new software, releasing their own beta version of a Twitter trend analysis tool. Aptly named "Twendz," the tool analyzes tweets about any specified topic and indicates whether Twitter users are commenting positively or negatively.

It's no secret that Microsoft insiders are tweeting on Twitter, and that the status feed is gaining notoriety as a source of information and "leaks" such as the plans for the updated MS Live Search.

Twendz, Tweets, and 'Tag-Clouds'

Waggener Edstrom (WaggEd) is providing Twendz for free to anyone interested in analyzing Tweet trends. A WaggEd spokesperson has mentioned that Twendz data has already been shared with "various Microsoft clients," and other companies are sure to catch on soon. (Source:

In addition to feeding new Tweets (at a controllable rate) to those that monitor them, Twendz can look up tweet topic history up to five hours in retrospect, and provide sentiment data for each hour. Twendz also incorporates a "tag-cloud," which sifts through keywords to separate variations in sentiment -- meaning that if most users express positive sentiments and complaints that are centered around particular issues, those issues will be tagged and easily apparent to those watching. (Source:

"Twendz marries twitter search with real-time sentiment analysis. Twendz is able to effectively generalize the attitudes and feelings about a particular topic, product or brand as the conversation happens," says a WaggEd representative.

'Sentiment Monitoring' a First

What does this mean for Twitter users, and MS users at large? The first implication is obvious -- posts to Twitter with certain keywords will be monitored, and companies will know exactly what users have to say about them. (Source:

But in addition to simply gathering data that benefits marketing executives and PR firms, Twendz analysis will have an even better outcome for consumers in general. By acting as an online focus group where your posts and even feelings about specific topics are considered, users will have the ability to influence product development and contribute their two cents to companies who are looking for news ideas based on demand. This is the first time in history that PR agencies have this type of 'sentiment monitoring' power at their fingertips.

One thing's for sure: Twendz can certainly benefit regular users by letting them know what people are discussing without actually having to read the tweets --a definite time saver! (Source:

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