Meltwater and Sprout Social partner up

Meltwater, a media intelligence solutions company, has partnered up with Sprout Social, a social media management and engagement company to enable businesses to engage intelligently with their audiences, based on insights extracted from news and social.Insights from Meltwater will power Sprout Social’s social engagement platform and help find the right message to reach the right person at the right time. Sprout’s engagement tools help users discover, respond to, and interact across Twitter, LinkedIn, Facebook, Google+, and Instagram from one interface.In 2014, Singapore has the second highest social penetration of 59% and has the most active social media consumers in Asia. According to a report by Infocomm Development Authority of Singapore, 65% of Singaporeans use social networking sites. These statistics have highlighted a shift in consumers' information consumption channels and the need to align marketing strategies accordingly.“Given that social media is a predominant channel for Singaporeans to communicate and receive information, Meltwater’s collaboration with Sprout Social will help businesses to engage stakeholders on their preferred social platforms seamlessly and monitor public sentiments towards their brands. This will help organisations to narrow any communication gap between them and the stakeholders as social buzz can be tracked easily from a single interface,” Neil Brennan, area director, Japan and Southeast Asia of Meltwater said.“Meltwater’s core expertise is to extract insights, and we made a strategic decision to partner with a top player for social engagement,”  Jorn Lyseggen, CEO and founder of Meltwater said. “We researched more than 100 companies and chose Sprout Social because it has one of the strongest social engagement products in the market with an unrivaled user friendliness.”Earlier this year, Meltwater announced that it invested US$25 million into reinventing its flagship media intelligence product. Meltwater Buzz has been Meltwater’s main social offering. Its listening functionality is now integrated into the new intelligence platform, and going forward it will leverage Sprout Social for social engagement.