The Social Media Network Optimisation (SMNO) tool provides insights into the quality of the conversations within a brand’s social media network enabling brand custodians to pro-actively manipulate this space to their advantage.

KLA, a division of Kagiso Media, partnered with Dr Marc Smith, a sociologist who has long specialised in the social organization of online communities, and his California-based Connected Action Consulting Group. Business solutions director at KLA, Jenni Pennacchini, says the partnership is a powerful one, "Combining our brand and market understanding with social media and networking expertise straight out of Silicon Valley makes for a strategic outfit."

While there are other tools available that offer social media analytics, this is the first to look at the structure of the network and the distribution of power within it. Pennacchini explains, "Most existing products only take into consideration the size, velocity and sentiment of the social media space. By taking into consideration the shape, nature and quality of the network this tool is able to help marketers create meaningful and measureable strategies and influence."

KLA’s Social Media Network Optimisation (SMNO) tool is geared towards businesses that are looking to optimize and manage their brand presence in social media contexts. It provides companies with a visual map of a brand’s social network structure. SMNO is specific enough to pinpoint the most important people, within a brand’s network, who are influencing conversations. Further, it provides a guide to what to say to these people to engage them positively. These maps and reports allow brands to shape their network in order to positively impact brand perceptions and behaviour.

Chief innovation officer at Kagiso Media Vincent Maher says, "Social Network Optimisation is going to be the most important component of social media strategy in the near future because of how deeply it allows marketers to look into the power structures in their network, and within those of their competitors. The rich brand experience inside KLA and the ground-breaking technology from Connected Action is going to delight and empower our brand clients."

For more information, visit the KLA website.