The UK arm of Yell Group has hired Prompt Communications to provide social media monitoring services for all its UK brands, including Yellow Pages, Yell.com and 118 24 7.
Using the service, Yell will track discussions about its brands in blogs, podcasts, online videos, photo-sharing sites and user-generated media sites.
Analysis will highlight who is discussing the brand, what they are saying, and describes the audience that will see the comments. "We've recognised for some time that social media is an increasingly important area for consumers - one in which we also need to engage," said Demelza Fryer-Saxby, corporate PR manager at Yell.com.
Lance Concannon, director of social media at Prompt Communications, added: "Businesses cannot afford to ignore online channels. This is where brand reputations and customers' buying decisions are played out. Savvy consumer-facing brands such as Yell understand that social media must be included in communications strategies."
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