The “USC 2019 Global Communications Report” examines the impact of technology on society and the communication industry. It also provides a glossary of tech companies and tools cited in the survey.
The glossary of “USC 2019 Global Communication Report” provides examples of tech companies and tools for communications and public relations. The definitions were curated from online sources by Manuelita Maldonado (MSPR candidate) and edited by Dr. Nirit Weiss-Blatt (Ph.D.).
The full report is available for download at https://annenberg.usc.edu/gcr.
Educators can request printed copies for classroom use by emailing usccpr@usc.edu.
Social Listening and Audience Intelligence
Brandwatch: AI-powered social media monitoring tool that offers business insights based on online conversations, and optimizes targeted influencer, content, and paid social media campaigns. In October 2018, Brandwatch announced a merger with Crimson-Hexagon (below).
Crimson-Hexagon: AI-powered consumer insights company that analyzes audiences tracks brand perception, and detects market trends. This multilingual platform covers social networks, blogs, forums, news, and public data sources.
Talkwalker: Social listening and analytics company that uses AI-powered technology to monitor online conversations and images across social networks, news websites, and blogs and forums. Its tool provides brand monitoring, competitive analysis, business intelligence, media response analysis, and early warning systems.
TrendKite: Digital PR platform that uses AI technology to deliver audience insights, provide data-driven reports, conduct market research, and find media contacts to extend a message across paid, owned, and shared channels. TrendKite was acquired by Cision in 2019.
Zignal Labs: Media analytics software that uses big data, machine learning, and digital media monitoring to measure the impact of earned media projects, identify reputational risks (e.g., bot attacks), and offer a comprehensive competitive analysis for strategic decision-making.
Website Analytics
Google Analytics: Web analytics service inside the Google Marketing Platform brand that tracks and reports website traffic.
SimilarWeb: Online market intelligence platform that tracks apps and website traffic statistics and analytics. It offers customer insights and provides information about a brand’s competitors.
Social Media Management
Hootsuite: Social media management platform that monitors, measures campaign results, and supports content curation and team management.
HubSpot: Inbound marketing and sales platform that provides tools for social media marketing, content management, customer service, web analytics, and search engine optimization.
Spredfast: Social media management software that provides monitoring tools, marketing and customer care solutions, competitor analysis, and content curation.
Sprinklr: Social media management software that monitors social media channels for advocacy marketing, influencer marketing, social advertising, and customer care through social listening.
Media Monitoring
Cision: Earned media management software for public relations and marketing professionals. It provides online, broadcast, social, and print monitoring tools to help businesses measure and analyze the impact of their coverage.
Critical Mention: Media monitoring and reporting platform that delivers real-time broadcast, online and social media content to customers in business, government, and non-profit sectors.
Meltwater: AI-driven intelligence platform that provides media and social media monitoring tools. It analyzes billions of online conversations to extract relevant insights, connect with influencers, measure campaign performance, and identify competitors and market trends.
Newswhip: Content discovery and analytics database that tracks and predicts how people engage with stories and trending topics on social media.
Content Creation
Audacity: Free, cross-platform software that allows users to record, edit and combine audio files.
Canva: Graphic design tool that uses a user-friendly drag-and-drop format to design, share and print content. It provides access to a wide array of photographs, graphics, and fonts.
Search Engine Optimization
SEMrush: Online visibility management and content platform that allows brands to build, manage and measure campaigns across all marketing channels. It offers various tools for search, content, social media, and video advertising research.
Siteimprove: Software company that offers cloud-based tools to automate the process of identifying errors on websites. It also offers a collection of integrated tools to create high-quality content, drive better traffic to websites, measure digital performance, and work toward regulatory compliance.
SpyFu: Online marketing platform that uses SEO tools and reporting software to analyze competitors, identify top performance metrics, and determine areas for improvement.
Customer Relationship Management and Marketing Automation
Eloqua: Cloud-based software platform for marketing automation that aims to help marketers and organizations manage their campaigns and drive revenue more efficiently. Eloqua is a subsidiary of Oracle Corporation.
Marketo: Marketing automation software that allows businesses to create, automate, manage and track campaigns across web and social media channels. Marketo is an Adobe company.
Salesforce: Customer relationship management platform whose cloud-based applications help businesses track customer information, manage customer support, create personalized marketing campaigns, connect with partners and employees, and access AI-augmented analytics.
SugarCRM: Customer relationship management system that collects critical information across sales, service, and marketing to build better business relationships with customers.
Zoho: Web-based software company that offers a suite of business, collaboration, online productivity, and SaaS (Software as a Service) applications in order to aid a company’s sales, marketing, finance, support, and recruitment needs.
Influencer Identification and Management
BuzzSumo: Online tool that offers social media reports and competitor analysis and identifies influencer shares, topics, and domains. BuzzSumo was acquired by Brandwatch in 2017.
Creator IQ: Influencer marketing software platform that uses machine learning to identify, measure, and validate relevant creators/influencers for social media campaigns.
IzeaX: Platform that connects marketers with influential creators to help automate influencer marketing, analyze campaign performance, and customize content development.
Traackr: Influencer relationship management platform that enables brands to manage, validate, measure and scale influencer marketing programs built on relationships.
Paid Media Planning
Ads Manager for Facebook and Instagram: An online ad management platform developed by Facebook that allows brands to create ads, manage when and where they will run, and track campaign performance.
Google Ads: An online advertising solution that businesses use to promote products and services on Google Search, YouTube, and other sites. Companies can customize their campaigns by setting specific marketing goals, budgets, time frames, audiences, and geographic areas.
Twitter Ads: An online marketing platform developed by Twitter where brands can build tailored campaigns to promote products, increase website traffic, and attract new account followers.
Analytics & Business Intelligence
Qlik Technologies: End-to-end data management and analytics platform that brings together an organization’s data from all sources to provide insights on customer behavior, business processes, revenue streams, and risks and rewards.
Sisense: Business intelligence software that allows users to manage, visualize and analyze complex data from multiple sources in a short amount of time.
Tableau: Business intelligence platform that offers an interactive visual analysis of data in a short amount of time.
News Dissemination & Syndication
Business Wire: Company that disseminates press releases from thousands of companies around the world to news media, financial markets, investors, databases, social networks, and other audiences. It is a subsidiary of Berkshire Hathaway.
Outbrain: Performance-driven discovery and native advertising platform that distributes digital content on publisher sites. It uses behavioral targeting to recommend online content to individual readers.
Taboola: Online advertising platform for content recommendation, audience acquisition, and native advertising. It uses machine-learning algorithms to capture what kind of content is most likely to engage with each individual.
Artificial Intelligence (Tools for Developers)
ONNX.AI (Open Neural Network Exchange): Open ecosystem that allows AI models to be exchanged between different cloud service providers, allowing AI developers to use their models in new places. This project is a collaboration between Microsoft and Facebook and is available on GitHub.
PyTorch: Open-source deep learning platform for Python, based on Torch, often used for natural language processing (NLP). The platform provides a path from research prototyping to production
deployment. It is primarily developed by Facebook’s AI research group and is available on GitHub.
Tensor Flow: Open-source machine learning software library for high-performance numerical computation. It allows easy deployment of computation across a variety of platforms, servers, and devices. It was originally developed by the Google Brain team and is available on GitHub.
Voice Assistants
Alexa for Business: Amazon virtual assistant that automates and simplifies interactions with technology in a corporate environment. This service is integrated with other platforms, which extends its functionality to other services used in the workplace.
Cortana Skills Kit for Enterprise Developers: Microsoft’s Cortana is a digital assistant that helps users organize and manage daily tasks. With Cortana Skills Kit for Enterprise, businesses can build their own speech bots for different domains.
Google Assistant: An AI-powered virtual assistant that is primarily available on mobile and smart home devices. Third-party developers can use its software development kit (SDK) to extend the appliances and build richer experiences for their users.
SiriKit: API for integrating developer applications with Siri, Apple’s intelligent assistant. The toolkit helps developers to add functionality by building an extension that communicates with Siri.
Conversational Bots
Amazon Lex: Service for building conversational interfaces into any application using voice and text. It uses the same deep learning technologies that power Amazon Alexa to build conversational bots (or “chatbots”).
Live Chat: Live-chat software tool that provides help desk software, customer support, and web analytics. This tool helps e-commerce companies create sales channels to support and engage with website visitors.
Reply.ai: Chatbot building and management platform that helps businesses optimize conversations with clients across channels and websites.
Augmented Reality (AR)
ARCore: Software development kit developed by Google that allows users to build augmented reality applications for Android and iOS devices.
ARKit: Set of software development tools that allow users to build augmented reality applications for iOS.
EasyAR: Platform where users can develop augmented reality applications for Android, iOS, UWP, Windows, Mac, and Unity Editor.
Virtual Reality (VR)
Oculus VR: Company that specializes in virtual reality software and hardware products. It is a division of Facebook Technologies. In 2015, Oculus partnered with Samsung to create the Samsung Gear VR for the Samsung Galaxy smartphones.
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About the Global Communications Report
The Global Communications Report is produced annually by the USC Annenberg Center for Public Relations, in conjunction this year with Union Pacific, Worldcom Public Relations Group, Davis & Gilbert LLP, Arthur W. Page Society, Global Alliance for Public Relations and Communications Management, IABC, International Association for Measurement and Evaluation of Communication, International Communications Consultancy Organization, Institute for Public Relations, MCC Consulting, PRCA, PR Council, PRSA and PRSSA. The survey of PR professionals, educators, and students is designed to provide insight into the evolution of the global communications industry.
About the USC Center for Public Relations
Based at the USC Annenberg School for Communication and Journalism, the USC Center for Public Relations (CPR) connects corporations, agencies, academics, and students to define the future of our industry and to develop those who will shape it. Signature initiatives include the Global Communications Report, USC Annenberg’s Kenneth Owler Smith Symposium, and the Relevance Report. Follow CPR @Center4PR and #PRFUTURE.
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