International advertising agency TBWA in partnership with new media company African Laughter yesterday launched a mobile-based social media monitoring app essential for overseeing social media campaigns by businesses while giving feedback on the nature of posted comments.
â€œPRPro is a next level for our clients in building and managing their corporate reputations,â€ said Tim Smyth, CEO for TBWA East Africa, during a presentation in Nairobi on the appâ€™s functionality and analytics.
Smyth said that PRPro has been developed to allow more companies to increase their following while allowing them to see the effect of each post they make.
â€œIn essence, the app connects clients with market sentiment on their brands in real time allowing them to have better conversations with consumers and media,â€ Smyth added.
Alakie Asige, business development director at African Laughter said: â€œThe move into automated media monitoring was a natural technological progression, driven by requests from many of our clients.â€
African Laughter is behind the development of the platform, a project that cost almost KSh10 million (US$119,000) and took 8 months to complete.
African Laughterâ€™s managing director Jenny Luesby said: â€œThe app is 85 percent accurate and gets the deeper meaning of the words used, by checking how they are joined together, and gives a feedback.â€
The application will be available for free for TBWA clients. Smyth said that they were more interested in the â€œrelationship and welfare of their clients, and will not concentrate much on the return on investment.â€
TBWA, an international advertising agency whose headquarters are in New York, opened its agency in Nairobi back in February this year and has since won a number of East African region advertisers including Kenya Airways and VISA. Globally, TBWA manages the marketing of Apple and Adidas.
African LaughterÂ is a Kenyan company formed in 2007 that specialises in content and technology-based innovations.