Insightpool CEO Devon Wijesinghe

For anyone who says that using social media is not an exact science, the Atlanta-based company Insightpool would beg to differ.

Today, Insightpool unveiled the second generation of its audience cultivation and conversion platform with a slew of new features and capabilities, all designed to grant clients complete knowledge and control of their social media campaigns.

Big companies are finally getting wise to the enormous impact social media marketing has on what people buy, how they engage with businesses, and so on. When I interviewed Insightpool CEO Devon Wijesinghe about Insightpool 2.0, he called social media “the world’s largest focus group.”

But it’s one thing for businesses to know social media marketing works, and it’s another to know how it works. Wijesinghe made it clear that you can’t mass message millions of people and expect a decent response. It’s against the unwritten rules of social media etiquette.

Insightpool’s platform takes the guesswork out of social media marketing by narrowing down the millions of potential clients, prospects, and leads to the handful that really matter to a company. Before a business even sends their first tweet or shared link, Insightpool will tell them both how receptive a contact will be, as well as how likely they are to take the desired actions—whatever those may be.

Speaking about the analysis capabilities of Insightpool’s new version, company CTO Raj Gulati said:

With Insightpool 2.0, we now provide brands with our proprietary Social Predictor rankings, developed from our algorithms that are capable of analyzing over 350 million people across 60 relevant variables in under 15 minutes, to show exactly who is most likely to reciprocate an online engagement with an organization.

After the platform narrows down the list of contacts, it recommends what actions should be taken via social media, whether it’s sharing links, tweeting coupons, or any number of other methods of engaging users. But rather than inundating people with messages, Insightpool uses social drip marketing to slowly engage users over time, ensuring that contact is consistent but never obnoxious.

Insightpool offers its own tools for managing clients’ social media, but it also interfaces seamlessly with social media tools like Sprinklr, Spredfast, and Shoutlet.