Innovative social media tool to monitor digital market

Sunaina Rana / Emirates Business

Social media is emerging as the biggest element in endorsing digital marketing. As the industry moves fast forward towards industrialisation, Liana Technology, a leading cloud-based digital marketing and communications Company, has launched
an innovative social media monitoring tool.
LianaMonitor is a cloud-based tool that will monitor the online media and social media for the Middle East and North Africa. Talking to Emirates Business, Janne Kilpelainen, Managing Director, Liana Technologies Middle East, said, “We have been developing cloud based marketing tools for over 10 years now. In fact, the roots of the company are in cloud based press release distribution and media monitoring. For the clients, the cloud based tools are scalable, affordable and technology headache free, so we’re fulfilling their requirement.”
The transformation in the industry has been a witnessed by the increase of internet users and mobile penetration in UAE is leading the chart
with a rate of 96% leaving behind UK and Canada with 92% and 91% respectively.
Elaborating about the increase in the percentage of clients overall, Kilpelainen said, “Over the past 3 years we’ve experienced triple digit annual growth across our product range in the Middle East. Launching LianaMonitor now in MENA will help our clients to tap into measurable media monitoring as well, in addition to press release distribution, email marketing and marketing automation. Nowadays everybody wants to know the returns of their marketing spend, which tools like LianaMonitor will help to address.”
The new tool enables companies to control and measure their reputation in social media and react quickly. A media monitoring service keeps record of competition and industry related trends, providing a professional tool to measure the company’s communications and marketing effectiveness. Analytics and information provided by the tool can be used to further develop overall marketing and communications strategy.
According to We Are Social report, the total number of active social media users in UAE is 6.30 million which makes it 68% of the total population. Out of which 5.60 million
are accessing social media via mobile phones.
Further sharing the functioning of the monitor Kilpelainen added, “As a user, you’ll get a username and password to access your account where you can create unlimited amount of media monitors based on your chosen keywords. The monitors you create can be a combination of multiple keywords and target media based on industry and region. As a result, you’ll get hits based on these keywords and a direct link to the media where the hit came from. The online media includes any online publication in the region, blogs, discussion forums and social media. You can also schedule a daily summary of these hits directly to your inbox. In addition to MENA region, we have the same PR tools for Europe, Russia and China as well.”